Frequency (Email)

Email frequency refers to how often you send emails to your subscribers. Finding the right frequency is critical—too frequent and you risk unsubscribes and spam complaints; too infrequent and prospects forget about you.

Financial Services Benchmarks

Financial advisors typically send

• Weekly emails (for engaged, permission-based lists)
• Bi-weekly or monthly newsletters
• Quarterly market commentaries
• Trigger-based emails (automation sequences)
• Event-specific emails (webinar invitations, tax deadlines)

Factors Affecting Optimal Frequency

Consider

• Content value (high-value content supports higher frequency)
• List segment (clients vs prospects may need different frequencies)
• Content type (education vs promotion)
• Audience preferences (ask them!)
• Engagement rates (declining engagement signals over-mailing)

Finding Your Optimal Frequency

Test different frequencies and monitor

• Open rates (declining suggests fatigue)
• Unsubscribe rates (spikes indicate over-mailing)
• Click-through rates
• Engagement patterns
• Subscriber feedback

Best Practices

• Set subscriber expectations at signup
• Provide frequency preferences
• Maintain consistency
• Ensure every email provides value
• Reduce frequency for inactive subscribers Most financial advisors err on the side of too infrequent. Consistency matters more than perfection—better to send valuable bi-weekly emails consistently than aim for weekly and miss frequently.

Examples

• A financial planner testing weekly vs monthly emails and finding weekly generates 3x more consultation requests without increasing unsubscribes, due to high content value
• An RIA segmenting frequency by engagement level: weekly for highly engaged subscribers, monthly for less active subscribers
• A wealth manager surveying their list and discovering subscribers want bi-weekly educational content, not just quarterly market updates