Did you know that your email frequency can significantly impact your deliverability? Recent research from the NGP VAN Deliverability Team uncovered some important findings:
Don't let your list go cold: Consistent sending is key to keeping your subscribers engaged. After a gap of 30 days or more, bounce rates tend to be 83% worse on average. Long gaps between emails also have a strong negative impact on open rates and unsubscribe rates. We observed cases where open rates dropped by as much as 40% after a long gap. This can impact your domain reputation, which makes it harder for your emails to reach the inbox in both the short and long term.
Shorter is better: We recommend aiming for gaps no longer than 14 days between emails. This helps maintain subscriber interest and prevents your messages from getting lost in the inbox (or spam folder).
Quality over quantity: While consistency is important and long gaps lead to worse results, sending relevant and valuable content that resonates with your audience is crucial. Focus on adding value to your supporters’ inboxes with every email to keep your subscribers engaged and coming back for more.
It’s normal after a long cycle to take a pause or send less, but sending consistently to your most engaged contacts is crucial for long-term success.
Have questions about email deliverability or need suggestions about how to keep your email program warm between cycles? Contact our team at [email protected].
