How to balance engagement segments for frequency optimization?

Frequency optimization matches send cadence to engagement level—more emails to those who want them, fewer to those who don't. This protects both subscriber experience (no one gets overwhelmed) and deliverability (aggregate engagement stays healthy).

Example frequency framework: Highly engaged: full frequency (every campaign, multiple per week if warranted). Engaged: most campaigns (3-4x monthly). At-risk: best content only (2x monthly). Dormant: monthly digest or re-engagement series only. Inactive: sunset sequence then suppression. Adjust based on your baseline frequency—a daily sender needs different tiers than a monthly one.

Let engagement data guide your frequency decisions. If click-through rates drop as you increase frequency, you've hit the ceiling. If dormant subscribers show zero engagement despite reduced sends, it's sunset time. Watch unsubscribe and complaint rates by segment—rising rates signal frequency problems. The goal isn't maximum emails—it's optimal emails per subscriber based on their demonstrated tolerance.