Why Sending More Emails Isn't Annoying

This might get me cancelled but sending more emails doesn’t annoy your customers or kill retention. This isn’t an “opinion”. We send emails for 35+ brands weekly so we see the numbers: 6 years ago when we started working with ecom brands, we were *terrified* of over-emailing. I’d be sweating over whether two campaigns in one week was “too much.” I thought we’d end up in spam folders or, worse, have customers rage-unsubscribing in bulk. But now we run email for 35+ brands weekly across niches, sizes, and stages. And time and time again, the brands with the highest CLTV are the ones sending more emails. Not fewer. This works because they’ve got one thing right: timing. They send hyper-relevant emails that map to specific points in the customer journey: subscription flows, churn win-back sequences, behaviour-triggered campaigns, etc. For example when someone just bought a product, and we follow up with a thoughtful “here’s how to get the most out of it.” Or when someone’s subscription is about to expire and we hit them with a friendly nudge (plus a cheeky discount because we do want them back). We’ve been sending 4-5 emails a week for most brands we work with. Their LTV is up, their unsubscribes are stable, and customers are actually replying to the emails saying thank you. So yeah, send more (a lot more) if every email has a reason to exist.

𝟰 𝘆𝗲𝗮𝗿𝘀 𝗮𝗴𝗼, 𝗮 𝗰𝗹𝗶𝗲𝗻𝘁 𝗮𝘀𝗸𝗲𝗱 𝗺𝗲 𝗮 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗜’𝗹𝗹 𝗻𝗲𝘃𝗲𝗿 𝗳𝗼𝗿𝗴𝗲𝘁: “𝗪𝗼𝗻’𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗴𝗲𝘁 𝗮𝗻𝗻𝗼𝘆𝗲𝗱 𝗶𝗳 𝘄𝗲 𝘀𝗲𝗻𝗱 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗼𝗻𝗲 𝘄𝗲𝗹𝗰𝗼𝗺𝗲 𝗲𝗺𝗮𝗶𝗹 𝗼𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗱𝗮𝘆?” At the time, I gave the safe answer, the one everyone in the industry repeats without thinking: “Yeah, we should stick to one a day.” It sounded reasonable. Professional. “Best practice.” And then I started looking at the data. Not opinions. Not guru advice. Actual subscriber behavior. What I saw flipped my entire perspective: The brands sending only one email on day 1 were losing momentum instantly. The ones sending two or three? They were converting faster, deeper, and more consistently. Unsubscribes didn’t jump. Spam complaints didn’t move. Revenue did. That’s when the truth became impossible to ignore: Subscribers don’t get annoyed by strong welcome flows. They get annoyed when brands vanish right after they sign up. That first 24 hours is the highest-intent moment you will ever get. People are curious. Engaged. Ready. And delaying contact doesn’t protect the relationship, it KILLS it. The real problem isn’t “sending too much.” It’s waiting until it’s too late. So here’s the flip: A cautious welcome flow feels polite, but it quietly sabotages your results. A high-frequency welcome flow feels bold, but it actually meets people where they already are. If someone joins your list, they’re not hoping you take it slow. They’re hoping you show up.

"How often should I email my list?" That's not actually what you're asking. What you're really asking is "How much is too much before people get annoyed and leave?" And that's coming from a place of fear. Here's the reframe: If your emails deliver value, people want more of them. Not less. Think about the newsletters you actually look forward to. The ones you open every time. Do you wish they emailed you less? Probably not. The problem isn't frequency. The problem is most emails are boring, generic, downright spammy, or feel like obligations to open. So the real limit isn't your audience's tolerance. It's your ability to consistently create valuable content. That's a completely different constraint. Instead of asking "How much is too much?" ask "How often can I produce something genuinely worth reading?" If that's once a week, email once a week. If you can do twice a week and maintain quality, do that. If you're cranking out daily emails that are mid, scale back. Stop worrying about annoying your subscribers. Worry about whether what you're sending is worth their time. - Aldis

"Send more, make more" is the advice nobody wants to hear. Because let's be honest - this has nothing to do with subscriber fatigue. You're just uncomfortable sending more. While you're agonising over whether sending a 3rd email this month is "too much," your competitor just sent their 5th this week. And they're stealing your customers. I've audited dozens of retention programs this year. The pattern is crystal clear. Brands consistently sending more campaigns with proven frameworks consistently outperform brands sending 2-3 "perfectly crafted" emails per month. It's not even close. But I hear the same objections constantly: "We don't want to annoy our audience." "We need every email to feel special." "We're worried about unsubscribes." With the correct segmentation, the data tells a completely different story. - Your open rates don't drop linearly with frequency - Your best customers want to hear from you more - Your unsubscribe rate barely moves when you increase cadence with strong content Being invisible while your competitors dominate the inbox will hurt your retention. But you've convinced yourself that restraint equals sophistication. That holding back makes you the "good" brand. The thoughtful one. But your subscribers aren't giving you credit for the emails you didn't send. You already know you should be sending more. You've seen the case studies. You've heard the advice. But you're stuck because what if you're wrong? What do you tell your boss? Your board? That marketing guru you follow on LinkedIn? So you stay stuck at 2-4 emails per month, watching your repeat purchase rate flatline, telling yourself it's a strategic choice. Meanwhile, your competitor isn't having this internal debate. They're showing up, consistently, with content your customers actually want. And when your customer is ready to reorder, they're more likely to remember the brand that's been in their inbox all week. Not the one that sent something "special" two weeks ago.

I see people panic-send emails all the time. It’s usually a sign of a bigger problem. When email sales dip, the instinct is to send more. Another campaign, another push, another attempt to get things moving again. But when you don’t really understand what’s driving results, sending more emails rarely helps. It just adds to the noise. And according to new data from Intuit Mailchimp, a lack of clarity around what’s actually leading to sales is where a lot of potential revenue gets lost. Most of the time, that comes down to messy data. Your email stats live in one platform, sales live somewhere else, customer behaviour is spread across different tools, integrations, and dashboards. So when results change, it’s hard to answer basic questions like: → What actually led to sales? → Which emails led to purchases? → Where did people drop off? And without those answers, it’s almost impossible to know what to tweak, improve, or double down on. Which is why email platforms can’t just exist to send emails anymore. They need to help you see what’s influencing decisions. Intuit Mailchimp has just rolled out new features aimed at doing exactly that. And the best part is that it cuts down the need to juggle so many different tools. With this update, users get access to 26% more ecommerce triggers, meaning more opportunities to respond automatically to what customers are actually doing. Here’s a rundown of the new updates: – Enhanced Shopify integrations, including site tracking pixel and new connections to review platforms, so customer activity is easier to track in one place – Smarter segmentation based on real behaviour, like identifying who’s most likely to buy next or who needs a follow-up – Expanded SMS coverage, making it easier to reach customers across more touchpoints while still tracking what converts – One dashboard that shows email, SMS, automation, and revenue together, so you’re not jumping between tabs trying to make sense of it all Teams using these new updates report saving around 16 hours a week. That’s a huge win in my eyes! More time improving emails, and less time trying to interpret scattered data. And when you have that kind of visibility, results tend to follow. For example, one ecommerce business used a single segmented automation and saw a 77% open rate, a 28% click-through rate, and $8K in monthly recurring revenue from just one campaign. Not because they panic-blasted their entire list. Because they understood who to target and when. I’ve linked the full page in the comments. If you run an ecommerce brand and want clearer insight into what’s driving sales, these are changes worth paying attention to before your next campaign. #AD

Sephora sends 228 emails this year and you're worried about "email fatigue"? I just checked my inbox. Sephora sent me 228 emails this year. And guess what? I'm still subscribed. Still buying. Still engaged. Meanwhile, DTC brands are sending 2 emails per week worried about "annoying" their customers. Here's What Sephora Understands (And You Don't) Volume ≠ Spam Value = Permission to Send More Every single email has a purpose: • Product launches • Exclusive offers • Educational content • Seasonal campaigns • Urgency-driven sales • Personalized recommendations They're building a relationship. Sephora: ~4 emails/week = Billion-dollar revenue Your brand: 1 emails/week = Complaining about low email revenue See the problem? "But won't people unsubscribe?" Good. Let them. The people who unsubscribe from valuable, relevant content were never going to be your best customers anyway. Sephora's strategy: Keep the engaged, lose the dead weight. Your strategy: Keep everyone happy, make no money. If Sephora can send 228 emails and build a beauty empire, you can send more than 4 emails per month. Your customers want to hear from brands they love.

67% of my booked calls come from follow-ups 4-8. Not the first message. Not follow-up #2. Messages 4-8. If you’re stopping at message 2, you’re leaving 2 out of every 3 clients in your inbox. Here’s what’s really happening: Message 1: They’re in meetings. Scroll past. Message 2: They think “I’ll respond later,” then forget. Message 3: They actually read it. Message 4: They think “okay, this person is serious.” Message 5: They screenshot to show their business partner. Message 6: They respond. Your prospects aren’t ghosting you. They’re human. They have 200+ emails per day, 50+ LinkedIn messages per week, Slack pings, Zoom calls, and actual work to do. Your message isn’t being rejected. It’s being buried. The prospects who need 6-7 touches? They become my BEST clients. Higher contract values. Longer retention. Better referrals. Because they’re not impulse buyers—they’re thoughtful decision-makers who need time. The responses I get after 5-7 follow-ups: “Thank you for being persistent!” “Sorry, I’ve been meaning to respond!” “I appreciate you following up—when can we chat?” Not once has someone said “you’re annoying.” Most coaches quit right before the prospect is ready. They send 2 messages, get silence, and think: “LinkedIn doesn’t work.” “My offer isn’t good enough.” Wrong. Your offer is fine. Your message is fine. Your persistence is the problem. The money is in messages 4-8. Stop leaving it on the table. DM FOLLOWUP for the system that stops you from quitting right before they book. #LinkedInMessaging #BusinessScaling #OutreachMessaging

Tired of repeating yourself? Good. That means you’re doing it right. If you want your message to stick, saying it once isn’t nearly enough. Or twice. Or even three times. This isn’t a communication fail. It’s a brain fail. Our brains are wired with “priors”—mental models shaped by everything we’ve seen and heard before. Every new idea has to push through that noise. And then there’s the forgetting problem. Within a day, we forget 70% of what we just learned. In a month, 90% of it is gone. So no, you’re not being annoying. You’re being strategic. Want your message to last? Do this: → Use multiple formats—slides, Slack, meetings, emails. Different media activate different parts of the brain. → Repeat with variation. Same message, new story. Keep it familiar, make it fresh. → Connect it to what people already believe. Start where they are. → Make it a campaign. Important messages need repetition and rhythm. → Listen for the echo. Until people start repeating it back to you, keep going. When you're sick of saying it, you're probably about halfway there. ---------------- → Subscribe to Mistere Musings, my free weekly newsletter: https://lnkd.in/gNMcy3DK → Follow Mistere Advisory for more of these types of insight https://lnkd.in/gww8_Ng3