I am looking to send mulitple emails to a specific segement, but what is the best practice for how many emails to the same target segement in any given week? Example - if I send an email on a Tuesday, when should I hit the same segement again within the same week?
Hi @DRios25,
That depends on many factors, first and foremost: How often are the recipients expecting to hear from you?
If they aren’t, even once can be be too many times. In that case, what exactly are you sending? If you’re sending multiple emails, how does the content vary? What is the goal of these emails? Who exactly are your recipients?
For marketing emails in general, without any context, I would say that once per week is a good rule of thumb. That could however mean up to 52 emails per year which would of course not be advisable.
Best regards
Thank you for the quick response! We typically like to target this one particular segment twice a week. For example, we are pushing an email out to Chief Security Officers to drive registration for an upcoming event. Typically we like to push Tuesday and Fridays but is there a standard practice for targeting the same segement within a week?
@DRios25 I can’t help if you don’t answer my questions unfortunately. Are these CSO expecting to hear from you? What is the event about?
We typically target our CISOs twice a week but the length between emails varies between Tues/THR or Tues/ Friday so yes they are expecting to hear from us. This particular email as mentioned is drive registration to an upcoming event. Does this help?
@DRios25 for an informed answer, it would still be good to understand what the event is about – but let’s move on without that information.
For timing between emails to the same segment, a 2-3 day minimum is generally recommended, which your Tuesday/Thursday and Tuesday/Friday schedule already achieves. I’d avoid sending on consecutive days unless it’s a time-sensitive final reminder.
For event registration specifically, I recommend starting your campaign 3-4 weeks before the event. In the first couple weeks, focus on value proposition and agenda highlights. During the final week, shift to urgency-driven messaging like limited spots or last chance to register. You might also consider a final 24-48 hour reminder.
The key is to vary your content significantly between the sends. Don’t just resend the same message with a different subject line. Also, make sure to segment out anyone who’s already registered so they don’t keep receiving registration reminders.
Monitor your engagement metrics closely. If you see declining open rates or increasing unsubscribes, you may need to reduce frequency. While twice weekly is sustainable for a focused campaign period with an audience expecting to hear from you, I’d recommend scaling back to once weekly for general nurture emails outside of specific campaign pushes.