There’s no single right number. The best frequency depends on what you’re sending, who is on your list and how engaged they are. Most B2B newsletters sit between once a week and once a month; e-commerce and content brands often go more often.
Typical sending cadences
| Audience / use case | Common frequency |
|---|---|
| B2B newsletter | 1–2 times per month |
| E-commerce / retail | 1–3 times per week |
| News / media / blogs | Daily or weekly digest |
| Loyalty & lifecycle (transactional) | Triggered, not scheduled |
| Re-engagement campaigns | Once every few months |
Signals that tell you to slow down
Rising unsubscribe rate, falling open rate, more spam complaints, lower revenue per email. When two or three of these move the wrong way at once, cut frequency until they recover.
Signals that tell you can send more
Stable open rates, growing list, climbing revenue per email, subscribers replying or clicking through. With healthy engagement you can comfortably add a second or third send per week.
Read more
How often should you email your list and best time to send a newsletter. To pick the day, see best day to send newsletters and best day of the week.
Tune frequency by watching your stats
Mailpro’s reports show open, click and unsubscribe rates per send. Add or remove a campaign per month and let the numbers tell you whether the change worked. See best days to send for timing tips.