How often should an ecommerce store send marketing emails?
There is no single right number. Most stores do well starting with about one campaign a week and raising frequency only while engagement and complaints stay healthy.
Frequency is limited by what you have to say and how your audience reacts, not by a rule. Watch clicks, revenue per recipient, unsubscribes and complaints as you change it.
Segment before you send more. Engaged customers can take more emails than people who have not clicked in months, so a higher frequency for some and a lower one for others usually beats one rate for everyone.
In practice.
A store sends one campaign a week and sees steady clicks. It tests a second weekly send to the most engaged third of the list only. Complaints stay flat and revenue per recipient rises for that group, so it keeps the split.
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
Guides that go deeper.
Find out what your list is actually worth.
We review your flows, list health, authentication records and last ninety days of performance, then send back what we found.
30 minutes, no obligation, and the findings are yours to keep either way.