Hey it’s Chase and Jimmy here!

📬 Are you emailing too much—or not enough?

Finding the right email cadence can feel like guesswork, but it’s one of the biggest levers for driving revenue and keeping your audience engaged. In this week’s blog, we’re breaking down when (and how often) to email your list—plus tips to avoid fatigue, time your sends perfectly, and keep your subscribers coming back for more.

Also inside this issue:

→ The SMS playbook smart brands are using to drive revenue 📲

→ Why Apple’s AI is rewriting your email previews—and how to stay in control

→ A major retail win for Grüns (and a $500M milestone 🐻)

Let’s dive in. 👇

📲 Most brands are underusing SMS.

They’re sending one-off promos or shipping updates—meanwhile, the smart ones are turning texts into one of their top revenue channels.

Here are Omnisend's rapid fire tips to get it right:

• Recover abandoned carts with perfectly timed nudges

• Fire off birthday and VIP perks automatically

• Launch flash sales with FOMO that actually lands

• Personalize based on behavior (not guesswork)

• Stay compliant without killing creativity

SMS marketing works best when approached the right way. 

Read Omnisend's full guide and start turning SMS into your next highest revenue channel.

💡 Knowledge Drop:

Apple’s rewriting your emails before anyone even opens them.

With iOS 18.3, AI-generated previews could be silently sabotaging your image-only campaigns. Here’s what’s changing—and how to make sure your hook still lands.

💬 Timing Matters: When (& How Often) to Email Your List

You’ve probably wondered at some point: Am I emailing too much? Not enough?

Finding the right email frequency is a big deal. It impacts everything, from your email metrics to conversion rates to how customers feel about your brand.

Let’s look at what the industry averages are, and how to find the “perfect” email cadence for your business, your audience, and the kind of emails that you send.

But first…

How Does Email Frequency Impact Your ROI?

Let’s talk money.

Every email you send costs you something: time, tools, design effort. But not sending enough? That’s a lot of $$$ left on the table.

• Too many emails = higher costs + potential drop in engagement

• Too few emails = missed revenue opportunities

So, what exactly is the magic number?

The right answer is: it depends.

How Often Should You Send Marketing Emails?

For most ecommerce brands, the sweet spot is 1 to 3 emails per week.

Of course, this depends on your list and what you’re sending.

For example, your regular shoppers might love frequent product drops or deals. Occasional browsers? Not so much.

It also depends on the time of the year.

During Black Friday or holidays, people actually welcome more frequent emails. But in quieter times, you’ll want to ease off.

Let’s look at some benchmarks (+ tips) for different types of marketing emails.

📣 Promotional Emails

• Send 1–2x per week

• Tie offers to real value, not just urgency

• Segment based on browsing or buying behavior

📦 Transactional Emails

• Send after every order, shipping update, etc.

• Keep them clean, clear, and helpful

• Pair with SMS for better reach and reduced inbox overload

📰 Newsletters

• Weekly or bi-weekly is ideal

• Stay consistent—build a routine subscribers can count on

• Mix short and long content to see what clicks

🔁 Re-engagement Emails

• Send 2–3 emails over a month

• Use bold subject lines and show what’s new

• Don’t be afraid to trim unresponsive contacts

🛒 Abandoned Cart Emails

• Send as soon as a cart is left behind

• Use a 2–3 email sequence

• Show product images, answer objections, offer incentives

Don’t Forget About Timing!

It’s not just how often you email, it’s also when you do it.

Some timing insights worth knowing:

• Tuesdays get the highest open rates (11.36%)

• Fridays drive the most conversions

• For best monthly engagement:

  • Send around the 10th and 24th for opens

  • Aim for the 2nd and 26th for clicks

  • Try the 1st and 30th for conversions

On the flip side, emailing too infrequently creates a whole different problem.

If your subscribers only hear from you once in a blue moon, they forget who you are. Or they stop caring. Either way, your momentum is gone.

How to Avoid Email Fatigue (Before It Hits)

If subscribers start tuning out or dropping off, that’s email fatigue.

And once it sets in, it’s tough to fix.

That’s why it’s so important to spot the signs early. You don’t have to look far – the answers are often right inside your email analytics.

Here’s a quick cheat sheet to bookmark:

And when it’s time to take action? Here are some tips to keep in mind:

• Pull back on frequency for affected segments

• Run a re-engagement campaign

• Send more value-driven content

• Let people adjust their preferences (more on that later)

How to Send Emails at the Right Time, Every Time

Give subscribers control

One simple trick to avoid email fatigue? Let subscribers choose how often they hear from you.

Add a preference center where they can select weekly, bi-weekly, or monthly emails – or pick content categories they actually care about.

You can add a update preferences link in the footer of your emails, like Daybird does:

When people feel in control, they’re more likely to stick around. Plus, you’re less likely to annoy them if you’re sending them messages they actually asked for.

Segment your list

Not all subscribers are created equal, and your emails shouldn’t treat them like they are.

Segmenting your list by purchase behavior, browsing history, or engagement lets you send smarter, tailored emails that are more likely to land.

For example, new subscribers may need a few emails a week to get familiar with your brand, while loyal customers might just need a well-timed nudge here and there.

This kind of personalization keeps people engaged and helps reduce unsubscribes.

Automate your emails

Want to send at the perfect time for each subscriber without losing your mind?

That’s where automation comes in. Automated emails (think welcome series, cart reminders, transactional messages) are usually triggered by customer actions, not your calendar.

Even though they’re only a small portion of total sends, automated emails often drive a big chunk of sales. Why? Because they hit when people are most interested.

If you’re not already automating your top-performing flows, now’s the time.

A/B test your frequency

Not sure if you’re emailing too much or not enough? Run a frequency A/B test.

Split your list into groups and send each group a different number of emails per week. Maybe one group gets one email, another gets three.

After a few weeks, compare performance.

Look beyond opens and track:

• Clicks

• Conversions

• Unsubscribers

• Revenue

Looking at the big picture instead of each metric in isolation is how you find your winning cadence.

Final Thoughts

Finding your perfect email frequency takes some testing and tweaking, but it’s worth it.

Here’s a quick recap:

✅ Aim for 1–3 emails per week, but adjust based on your audience and season
✅ Use segmentation, automation, and preference centers to send smarter
✅ Watch your timing – both weekly and monthly patterns matter
✅ Track performance across clicks, conversions, and unsubscribes to avoid fatigue

But most importantly, keep showing up with value. Trust us, your emails won’t just get opened, they’ll get results.

🪄 You Hired a CFO to Drive Growth—Not Chase State Filings

Manual compliance is killing your team’s bandwidth. That’s why leading DTC brands are automating tax with Kintsugi.

Kintsugi eliminates busywork with:

Full tax filing automation and reconciliation

Real-time dashboards your CFO will actually use

Nexus tracking across every state—updated daily

AI-accurate calculations that adapt to new rules

What’s the impact?

✅ Strategic time unlocked
✅ Zero audit anxiety
✅ Clean books investors love

Let your CFO focus on growth, not paperwork.

👉 Book your demo today.

🔥 DTC wins:

Grüns just hit 1,600+ Target stores—and a $500M valuation.

From 675 endcaps to nationwide expansion, the green gummy bear takeover is very real. Here’s how the Grüns team is scaling flavor, fandom, and retail shelves—all at once.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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