Summary
To increase email send frequency to a B2B list without causing unsubscribes requires a holistic strategy encompassing gradual implementation, transparent communication, data-driven testing, and unwavering focus on audience engagement and content relevance. It necessitates managing recipient expectations by clearly articulating the value proposition, personalizing content to cater to individual preferences, proactively addressing inactive subscribers via re-engagement campaigns, and meticulously monitoring sender reputation metrics to preempt deliverability issues. Success hinges on understanding audience behavior, adapting strategies based on feedback loops, and recognizing that while best practices offer guidance, customization to specific program nuances is key.
Key findings
- Gradual Warm-Up: Gradually increase email volume to warm up sending reputation and prevent deliverability issues associated with sudden spikes.
- Communication Transparency: Communicate frequency changes clearly and explain the rationale to subscribers to manage expectations and avoid appearing spammy.
- Audience Segmentation: Segment the audience based on engagement levels and prioritize increasing frequency for the most receptive segments.
- Content Personalization: Personalize email content to align with subscriber interests and ensure the added frequency provides value.
- Engagement Monitoring: Closely monitor key metrics like open rates, click-through rates, and unsubscribe rates to gauge the impact of frequency adjustments and adapt strategies accordingly.
- Sender Reputation: Maintain a positive sender reputation by minimizing bounce rates, spam complaints, and other negative signals.
Key considerations
- Testing and Optimization: A/B test different email frequencies to identify the optimal sending cadence for maximum engagement and minimal unsubscribes.
- Feedback Loop Analysis: Utilize feedback loops from ISPs to understand subscriber complaints and address potential issues proactively.
- Re-Engagement Campaigns: Run re-engagement campaigns to identify and remove inactive subscribers, thus improving list hygiene and overall engagement rates.
- Relevance over Frequency: Prioritize content relevance and value over sheer frequency; if the content isn't useful, more frequent emails will only accelerate unsubscribes.
- Behavioral Analytics: Analyze subscriber behavior patterns to identify optimal sending times and days to maximize engagement.
- Individualized Strategy: Recognize that every audience is unique; customize the strategy based on specific program characteristics rather than blindly adhering to generic best practices.
What email marketers say
11 marketer opinions
To gradually increase email send frequency to a B2B list without causing unsubscribes, a multi-faceted approach is recommended. Key strategies include warming up sending frequency by gradually increasing volume, segmenting audiences based on engagement and prioritizing the most engaged, communicating frequency changes clearly and explaining the rationale to subscribers, A/B testing different frequencies, personalizing content to maintain relevance, and running re-engagement campaigns to remove inactive subscribers. Closely monitoring engagement metrics and providing easy unsubscribe options are also crucial.
Key opinions
- Gradual Increase: Gradually increase the sending volume to establish a positive sender reputation and avoid sudden spikes that can trigger unsubscribes or spam complaints.
- Segmented Approach: Segment your audience based on engagement levels and prioritize increasing frequency for the most engaged subscribers first.
- Communication is Key: Clearly communicate upcoming frequency changes and explain the reasons behind them to manage subscriber expectations and prevent a 'bait and switch' perception.
- Personalization: Personalize content to ensure relevance and maintain subscriber engagement, reducing the likelihood of unsubscribes.
- Re-engagement: Run re-engagement campaigns to identify and remove inactive subscribers before increasing frequency to improve overall engagement metrics.
Key considerations
- Testing: A/B test different sending frequencies to determine the optimal schedule for your audience.
- Engagement Metrics: Closely monitor engagement metrics (open rates, click-through rates, unsubscribe rates) to identify potential issues and adjust your strategy accordingly.
- Unsubscribe Process: Ensure a clear and easy unsubscribe process to allow subscribers to opt-out if they no longer wish to receive emails.
- Content Relevance: Prioritize delivering valuable and relevant content with each email sent, especially as frequency increases.
- Warming Up: Consider warming up your IP address and domain if you are significantly increasing sending volume or starting with a new email program.
Marketer view
Email marketer from Email Geeks suggests making an effort to communicate frequency changes to subscribers, possibly with a quick message at the top of the newsletter. They acknowledge that it's unclear if subscribers read or care about these messages, but they believe that those who pay attention appreciate the heads up. They also mention implementing changes in steps rather than dramatically, especially for B2C.
31 Dec 2021 - Email Geeks
Marketer view
Email marketer from Email Geeks suggests playing it slow when increasing send frequency to avoid a spike in unsubscribes. They recommend testing with a MWF schedule first and expanding based on data. For e-commerce, they suggest using special emails on Tuesdays and Thursdays.
27 Nov 2022 - Email Geeks
What the experts say
5 expert opinions
Increasing email send frequency to a B2B list without causing unsubscribes requires careful consideration of recipient expectations, content relevance, and engagement metrics. It's not solely about deliverability but more about keeping subscribers happy and engaged. While generic best practices offer a safe approach, massive success can be achieved by tailoring the strategy to your specific program and audience, provided subscribers find value in the increased frequency. Close monitoring of engagement metrics is crucial to identify and address potential negative impacts, and content must be relevant to meet subscriber needs.
Key opinions
- Recipient Expectations: Managing recipient expectations is crucial. Keep subscribers happy and engaged by providing value with each email.
- Content Relevance: Content relevance is vital. Increased frequency must deliver genuinely valuable content that meets subscriber needs.
- Engagement Metrics: Closely monitor subscriber engagement metrics (open rates, click-through rates, etc.) to identify any negative repercussions.
- Audience Understanding: Knowing your specific program and audience is essential. Tailor your strategy instead of blindly following generic best practices.
Key considerations
- Deliverability vs. Engagement: Recognize that increasing frequency is not just a deliverability issue; subscriber engagement is paramount.
- Unique Situations: Be open to deviating from best practices if it aligns with your audience's preferences and needs.
- Data-Driven Decisions: Make data-driven decisions based on engagement metrics to adjust your strategy as needed.
Expert view
Expert from Email Geeks shares an example of a client who successfully launched a daily newsletter to medical professionals with a curated summary of COVID news, highlighting that if subscribers like and are happy with the content, increased frequency may not negatively impact deliverability. They note that, in the worst case, you might get unsubscribes.
3 Jun 2025 - Email Geeks
Expert view
Expert from Word to the Wise responds by emphasizing the importance of content relevance. Any increase in frequency needs to deliver genuinely valuable content that meets subscriber needs, otherwise, unsubscribes will certainly rise.
19 Aug 2022 - Word to the Wise
What the documentation says
4 technical articles
When gradually increasing email send frequency to a B2B list, documentation from Google Postmaster Tools, Microsoft Docs, RFC, and SparkPost emphasizes the importance of a consistent sending volume and monitoring sender reputation. Avoid sudden spikes in frequency to prevent negative impacts on your reputation. Instead, gradually increase sending volume over time, paying close attention to recipient engagement, bounce rates, complaint rates, and feedback loops from ISPs. Analyze existing sending patterns to understand your audience's behavior and preferences before making frequency changes.
Key findings
- Consistent Volume: Maintain a consistent sending volume and avoid sudden spikes in email frequency.
- Sender Reputation: Closely monitor your sender reputation, including bounce rates and complaint rates.
- Feedback Loops: Monitor feedback loops from ISPs for valuable information about subscriber complaints.
- Audience Analysis: Analyze existing sending patterns to understand your audience's behavior and preferences.
Key considerations
- Gradual Increase: Implement a gradual increase in sending volume over time.
- Engagement Monitoring: Pay attention to recipient engagement metrics to assess the impact of increased frequency.
- Problem Identification: Use monitored data (bounce rates, complaints, feedback loops) to identify and address potential issues early on.
- Behavioral Insights: Use audience behavior analysis to optimize sending times and frequency.
Technical article
Documentation from RFC mentions the need to monitor feedback loops from ISPs when increasing sending frequency. They explain how feedback loops can provide valuable information about subscriber complaints and help you identify potential issues with your email program.
24 Apr 2025 - RFC-Online
Technical article
Documentation from SparkPost details analyzing existing sending patterns is important. Understand your audience behavior before making frequency changes. For example are they more active mon-fri?
12 Dec 2021 - SparkPost
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