If you’re asking how many emails you should be sending to your list, you’re already ahead of most eCommerce brands.
Because most brands don’t ask that question.
They just wing it.
They send too little and wonder why retention is flat.
Or they go all in, blast daily emails – and wake up to a wave of unsubscribes and spam complaints.
The truth? There’s no one-size-fits-all answer.
But there is a strategy.
And in this post, you’ll get a simple rule of thumb, key performance metrics to track, and the behavioral psychology behind email frequency – so you can make data-backed decisions that grow your revenue without torching your list.
Let’s begin with a benchmark. Based on years of performance data across dozens of eCommerce brands, here’s a good starting point:
List Size | Recommended Frequency |
0 – 5,000 | 1 email per week |
5,000 – 10,000 | 2 emails per week |
10,000 – 25,000 | 3 emails per week |
25,000+ | Test and scale based on data |
This gives you a strong foundation – but it’s not set in stone.
In 2023, brands that increased email volume often saw diminishing returns. Higher send counts annoyed customers, triggered spam filters, and didn’t drive more revenue.
But in 2025? One of our Shawfire clients – a consumable chocolate brand – increased frequency and saw a direct uplift in revenue. Why? Because it was a fast-moving product with emotional buy triggers and low friction for re-purchase.
But not all brands work like that.
A high-AOV furniture brand with a 6-month customer cycle? That same frequency would’ve tanked their list.
Email isn’t just a marketing tool – it’s an ongoing relationship.
Think of it like dating:
Send too few messages, and they forget you exist.
Send too many, and you come off clingy and desperate.
Your customers’ inboxes are emotional real estate. The more often you show up with relevant, welcome messages, the more trust you build – and the more likely they are to buy again.
But the key word here is welcome. And that brings us to the data.
Each month, take 20 minutes to review:
Here’s what to look for:
Metric | What It Tells You | Action |
Unsub rate < 0.5% | List is healthy | Consider increasing frequency |
Spam rate < 0.1% | Emails are trusted | You’re on safe ground |
Unsub > 0.5% or spam > 0.1% | List is showing fatigue | Slow down. Audit content |
These are not hard limits – they’re guardrails. Your specific industry (beauty vs. supplements vs. apparel) will shift what’s normal. Use Klaviyo’s benchmarks as a reference point.
And whatever frequency you land on, always use email exclusion segments – to skip recent buyers, chronic non-openers, or those at risk of churning. (We cover this in detail here.)
A home goods brand we worked with grew their list to 50k and got excited. They ramped from 2 emails per week to 5.
At first, revenue rose. Then unsubscribes quietly doubled. Spam complaints crept up. Within 6 weeks, Gmail clipped their deliverability – and 40% of their list stopped seeing emails altogether.
What saved them?
We dialed it back, rebuilt sender reputation, and rebuilt trust.
Like overwatering a plant, more is not always better.
Want a second pair of eyes on your strategy? Shawfire Media specializes in high-performance email marketing for eCommerce brands - and we’ve seen it all.
Let’s keep your list healthy, engaged, and profitable.
