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Email Marketing: How Much Is Too Much?

Email Marketing: How Much Is Too Much?

Email marketing continues to be one of the most powerful tools available to small business owners, but it’s definitely a numbers game. If you don’t email your customers often enough, they’re going to forget who you are – but emailing too frequently is the number one cause of unsubscribes and complaints. How can you find the sweet spot, where you’re sending exactly as many messages as your customers would like to receive from you?

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We’d love to tell you there’s a simple, one-size-fits all solution to this conundrum, but there’s really not. Finding out exactly how often you should be emailing your customers is both an art and a science. Your analytics reports are a hugely valuable tool, and if you’re not already familiar with what they look like and what data they contain, now is the time to get acquainted with them. After every mailing, these numbers need to be reviewed. Any sudden spike in unsubscribes should be investigated promptly, to identify exactly what is going on.

With that being said, here are some other key concepts to keep in mind when determining the frequency of your emails:

Your Business Cycle: For some businesses, it makes sense to reach out to your customers every single week – or even more often! However, other businesses are more seasonal in nature. If you’re in the Halloween décor business, there’s not a lot to be said for sending multiple email messages in February. In October, however, you’d better be getting in touch often!

Special News & Events: The world is a funny place, and sometimes news events create unexpected demand for a product or service you offer. This happens often in the sports and rock and roll memorabilia and apparel industries, where the headlines can drive customers to seek out materials related to a celebrity who maybe wasn’t a best seller before. Email marketing gives retailers the ability to be responsive to this type of event – so if some big news hits your market, make sure you’re sending an email message that lets your customers know.

Whether The Majority of Your Emails Go To Primary or Secondary Inboxes: Many people now organize their lives by using multiple email accounts – one for their important, everyday correspondence and at least one for marketing messages. It’s often possible to tell which is which by the actual email address; a good best practice is to review your lists on a semi regular basis to determine the mix among your customers. If the majority are using a secondary inbox, the risk of overwhelming with too frequent emails is slightly lower than messages going to a primary inbox.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office