{"id":17866,"date":"2024-07-17T07:33:36","date_gmt":"2024-07-17T07:33:36","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=17866"},"modified":"2025-06-02T12:12:17","modified_gmt":"2025-06-02T12:12:17","slug":"how-often-should-i-send-newsletters","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/how-often-should-i-send-newsletters\/","title":{"rendered":"How Often Should I Send Newsletters?"},"content":{"rendered":"<p><b>TL;DR:<\/b><span style=\"font-weight: 400;\"> Media Shower research shows the best newsletter frequency for B2B marketers is <\/span><b>at least once a month<\/b><span style=\"font-weight: 400;\"> and <\/span><b>no more than twice a week. <\/b><span style=\"font-weight: 400;\">The best time to send is <\/span><b>mid-week at mid-day <\/b><span style=\"font-weight: 400;\">(Eastern time), but it doesn\u2019t matter much which day you send (as long as it\u2019s a weekday).<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">At Media Shower, we\u2019ve sent thousands of newsletters for over 500 clients. We\u2019ve got the latest statistics on newsletter marketing below \u2013 both from the latest industry research, as well as our own experience.<\/span><br \/>\n<center><br \/>\n<iframe width=\"750\" height=\"422\" src=\"https:\/\/www.youtube.com\/embed\/bWba_40e2xo?si=oHUIMM2UtXdwFzg9\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><br \/>\n<\/center><\/p>\n<h2>What\u2019s the Recommended Frequency for Sending Newsletters?<\/h2>\n<p>In a study by<a href=\"https:\/\/marketingsherpa.com\/article\/chart\/how-customers-want-promo-emails\"> MarketingSherpa<\/a>, 86% of subscribers said they would like to receive promotional emails from their preferred brands monthly. This indicates customers are open to more email communication from their favorite businesses, which can be used to drive sales and loyalty.<\/p>\n<p><span style=\"font-weight: 400;\">So, which frequency is best for your business? According to<\/span><a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-often-should-you-send-out-a-newsletter\/\"> <span style=\"font-weight: 400;\">research by Campaign Monitor<\/span><\/a><span style=\"font-weight: 400;\">, newsletters should be <\/span><b>\u201cno more than twice a week and at least once a month.\u201d<\/b><span style=\"font-weight: 400;\"> The study also shows us there isn\u2019t much difference in the open rates between any days of the week except for a slight dip on the weekends, as you can see from their graph below:<\/span><\/p>\n<style>\ntable, th, td {<br \/>  border: 1px solid black;<br \/>  border-collapse: collapse;<br \/>}<br \/>th {<br \/>  text-align: center;<br \/>}<br \/>th, td {<br \/>  padding: 15px;<br \/>}<br \/>.center {<br \/>  margin-left: auto;<br \/>  margin-right: auto;<br \/>}<br \/><\/style>\n<table class=\"center\" style=\"width: 70%;\">\n<tbody>\n<tr>\n<td><b>Day of the week<\/b><\/td>\n<td><strong>Open Rate<\/strong><\/td>\n<td><b>Click-Through-Rate<\/b><\/td>\n<td><b>Click-to-Open-Rate<\/b><\/td>\n<td><b>Unsubscribe rate<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Sunday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">20.3%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.1%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.1%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Monday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">22.0%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.3%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.6%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Tuesday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">21.8%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.4%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.8%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Wednesday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">21.8%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.3%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.7%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Thursday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">21.7%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.3%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.7%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Friday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">21.6%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.2%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.1%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Saturday<\/span><\/td>\n<td><span style=\"font-weight: 400;\">20.5%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2.1%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10.1%<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0.1%<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Data from Omnisend largely agrees with these findings: not much of a difference during the week, but lower on the weekends.<\/span><\/p>\n<p><iframe id=\"datawrapper-chart-GXK3p\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"Email Open Rates by Day\" src=\"https:\/\/datawrapper.dwcdn.net\/GXK3p\/1\/\" height=\"400\" frameborder=\"0\" scrolling=\"no\" aria-label=\"Column Chart\" data-external=\"1\"><\/iframe><br \/>\n<span style=\"font-weight: 400;\">Conversely, it seems that emails convert higher on Thursdays and Fridays:<\/span><\/p>\n<p><iframe id=\"datawrapper-chart-vsj9c\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"Email Conversion Rates by Day\" src=\"https:\/\/datawrapper.dwcdn.net\/vsj9c\/1\/\" height=\"400\" frameborder=\"0\" scrolling=\"no\" aria-label=\"Column Chart\" data-external=\"1\"><\/iframe><br \/>\n<span style=\"font-weight: 400;\">However, the differences between days are quite small, at levels where you may only see drastic changes when sending high-volume email newsletter blasts. For most marketers, it doesn\u2019t matter much, as long as you\u2019re sending during the week.<\/span><\/p>\n<blockquote><p>To get all our newsletter marketing best practices in one quick video, <a href=\"https:\/\/youtu.be\/s5d75qiy9t4\">click here to watch the webinar<\/a>.<\/p><\/blockquote>\n<h2>What Factors Should You Consider in Newsletter Frequency?<\/h2>\n<p><span style=\"font-weight: 400;\">There are a few key factors to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><i>Newsletter purpose and goals: <\/i><\/b><span style=\"font-weight: 400;\">What are you trying to achieve? For example, if you\u2019re in the education industry, you might create a weekly newsletter focusing on learning resources and tips to help teachers and students. (Monthly might not be enough.)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you\u2019re in the tourism industry, you might opt to create a quarterly email focused on upcoming events related to the region where your company is located. (Daily might be too much.)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><i>Your target audience:<\/i><\/b><span style=\"font-weight: 400;\"> If you\u2019re in the education industry, the target audience might be parents who read your newsletter after the workday, so a weekly delivery on the weekend might be perfect.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The target audience for a tourism-related quarterly email might be business owners and travelers who receive it on their smartphones or computers during lunchtime at work.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><i>Your open rates and churn:<\/i><\/b><span style=\"font-weight: 400;\"> By tracking open rates and churn (<\/span><a href=\"https:\/\/mediashower.com\/blog\/best-practices-for-newsletters\/\"><span style=\"font-weight: 400;\">read our post on tracking best practices<\/span><\/a><span style=\"font-weight: 400;\">), you can see what\u2019s working for your customers. By watching what your customers do, not just what they say, you can adjust your email newsletter&#8217;s send frequency and topics to get better results and improve customer engagement.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Again<\/span><b>,<\/b><span style=\"font-weight: 400;\"> you want negative churn (i.e., a positively growing email list where new subscribers outnumber unsubscribes) and an open rate of about 20%.<\/span><\/p>\n<h2>What\u2019s the Optimal Time to Send Newsletters?<\/h2>\n<p><span style=\"font-weight: 400;\">Conventional wisdom says <\/span><b>mid-week at mid-day <\/b><span style=\"font-weight: 400;\">(Eastern time). It\u2019s a great place to begin, but testing to find your optimal time makes sense.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Is your audience made up of techies? Techies tend to be night owls, so that will override conventional wisdom. Are they bankers or insurance underwriters who are much more likely to be on a traditional work schedule? Or are they stay-at-home moms juggling kids, schedules, and online jobs?\u00a0<\/span><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">And where in the world are they located, in which time zones?<\/span><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Here are some tips to help you find the best send time for your newsletters:<\/span><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><br \/>\n<b><i><\/i><\/b><\/a><\/p>\n<ol>\n<li><b><i>Split test<\/i><\/b><b>:<\/b><span style=\"font-weight: 400;\"> Split testing is a great way to determine the best send time for your newsletters. You can send two versions of your newsletter and compare the results at different times. A good rule of thumb is to use about 12 data points (i.e., three months for a weekly newsletter) to conclude.<\/span><\/li>\n<li><b><i>Analyze subscribers\u2019 locations and time zones:<\/i><\/b><span style=\"font-weight: 400;\"> This can be done using tools like <\/span><a href=\"https:\/\/mailchimp.com\/help\/about-geolocation\/\"><span style=\"font-weight: 400;\">Mailchimp\u2019s Geo tool<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li><b><i>Consider the type of content you\u2019re sending: <\/i><\/b><span style=\"font-weight: 400;\">If your newsletter focuses on a consumer product, consider when your consumers will likely purchase (or think about purchasing) the product.<\/span><\/li>\n<li><b><i>Consider subscriber goals:<\/i><\/b><span style=\"font-weight: 400;\"> Are you increasing conversion rates or reducing churn?<\/span><\/li>\n<li><b><i>Consider the season: <\/i><\/b><span style=\"font-weight: 400;\">Emails are less likely to get read between Christmas and New Year, along with other major holidays like the 4th of July or Labor Day in the U.S. Best to take a week off.<\/span><\/li>\n<\/ol>\n<h2>TL;DR Summary<\/h2>\n<p><span style=\"font-weight: 400;\">The right newsletter cadence is somewhere between monthly and twice a week. Monday through Friday work hours are great for your newsletter, but check your metrics to find what works for your demographics.\u00a0<\/span><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><br \/>\n<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Shoot for negative churn (a growing subscriber base) and an open rate between 15% and 25%. (Note that available<\/span><a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\"><span style=\"font-weight: 400;\"> rates vary between industries<\/span><\/a><span style=\"font-weight: 400;\">, as well as the size and quality of your list.) Test different frequencies and see what works best for your audience.\u00a0<\/span><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><br \/>\n<\/a><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">To get the full newsletter marketing best practices list in one quick video, <\/span><\/i><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><i><span style=\"font-weight: 400;\">click here to watch the webinar<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p><\/blockquote>\n<p><a href=\"https:\/\/youtu.be\/s5d75qiy9t4\"><img loading=\"lazy\" class=\"aligncenter wp-image-18175 size-full\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2023\/03\/Marketing-Newsletter-Best-Practices_300x169.png\" alt=\"Marketing-Newsletter-Best-Practices\" width=\"300\" height=\"169\" \/><\/a><\/p>\n<p class=\"p1\">\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles 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class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t<\/p>\n","protected":false},"excerpt":{"rendered":"<p>61% of your customers want to hear from you at least once a week, per Campaign Monitor.<\/p>\n","protected":false},"author":109,"featured_media":17869,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[466],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/17866"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/109"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=17866"}],"version-history":[{"count":35,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/17866\/revisions"}],"predecessor-version":[{"id":23140,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/17866\/revisions\/23140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/17869"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=17866"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=17866"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=17866"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}