Everyone has their own opinion, and each opinion is valid and correct. There is no real right or wrong answer over here. At Surge we consult to our clients based on the industry, vertical and/or service they are offering.
We have seen companies that are mailing out once a day, which is highly aggressive to companies that mail once a month. Finding the sweet spot, the balance is difficult and comes with time and testing.
When trying to find this balance a few KPI’s should be taken into account:
– Sends per day
– Open rate over time
– Click through rate over time
– Unsubscribe rate over time [probably the most important factor when scaling up frequency]
– Engagement (sales, signups, responses,..)
The most important thing is to define your testing before jumping in, and in our opinion always start off slowly and increase with time.