Does sending frequency affect engagement and deliverability?

Sending frequency directly affects both engagement and deliverability. Too frequent sending causes fatigue: declining opens, increasing unsubscribes, and rising complaints as recipients feel overwhelmed.

Too infrequent sending allows relationships to grow cold. Recipients forget they subscribed, leading to complaints when messages arrive. Engagement suffers because the sender is not top of mind.

The optimal frequency maximizes engagement while maintaining healthy complaint and unsubscribe rates. This balance point differs by audience. Data driven testing helps find where engagement peaks before fatigue sets in.