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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Email Frequency

Email frequency (or cadence) is how often you send emails to your subscribers. Getting it right balances staying top of mind against overwhelming people and driving unsubscribes.

Also known as: send frequency, email cadence, sending cadence

Send too little and subscribers forget you; send too much and they tune out or unsubscribe. Email frequency is the balancing act at the heart of a sustainable email program.

How do you find the right frequency?

There's no universal number. Watch engagement, unsubscribe, and complaint rates as you adjust cadence, and let subscriber behavior guide you. A preference center lets people choose their own.

What are signs you're sending too often?

Rising unsubscribes and complaints, falling open and click rates, and declining engagement over time all signal fatigue.

Email frequency best practices

Set expectations at signup, segment so frequency fits engagement, offer frequency choices, and prioritize relevance — a relevant email is rarely "too many."

Related terms

A/B Testing Send-Time Optimization Multivariate Testing

Related reading from Drip

41 Key Email Marketing Statistics for 2026 What's the Best Time to Send Email?

Frequently asked questions

What is email frequency?
Email frequency, or cadence, is how often you send emails to your subscribers. The right frequency balances staying top of mind against overwhelming people and driving unsubscribes.
How often should I send marketing emails?
There's no universal number — it depends on your audience and content. Monitor engagement, unsubscribe, and complaint rates as you adjust cadence, and let subscriber behavior guide you. A preference center lets people choose.
What are signs I'm emailing too often?
Rising unsubscribe and spam complaint rates, falling open and click rates, and declining engagement over time all signal that your frequency is causing fatigue.
What are email frequency best practices?
Set expectations at signup, segment so frequency matches engagement level, offer frequency options through a preference center, and prioritize relevance — a genuinely relevant email rarely feels like too many.
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