How to personalize frequency without over-emailing?

Personalized frequency starts with stated preferences. Let subscribers choose their ideal cadence through a preference center. Honor those choices as the baseline and adjust based on engagement signals.

Track metrics like open rate decay, unsubscribe spikes, and time between opens to detect fatigue. If someone who normally opens weekly emails starts ignoring them, reduce frequency or pause sends until engagement recovers.

Use engagement based throttling. Highly engaged subscribers might tolerate more frequent emails, while dormant subscribers should receive fewer. Platforms like Klaviyo and Braze offer smart send frequency tools that adjust automatically.

Implement suppression rules to prevent over mailing. For example, cap sends at one per day per subscriber unless they've explicitly opted into higher volume. This protects against automation overlap and campaign collisions.

Test frequency changes with A/B splits. Measure how reducing or increasing send volume affects engagement, revenue, and unsubscribes. Let data guide the optimal cadence for each segment.

Frequency is the rhythm of the voyage. Too fast exhausts the crew. Too slow misses the tide. Find the pace that keeps momentum without burning out.