Here’s something that might ruffle some feathers in the DTC space: Sending more emails generally equals more revenue. Full stop. But there’s a critical caveat that many brands overlook.
Let’s break down what we’ve observed across our 7- and 8-figure brand partners and uncover how to scale your email strategy effectively.
The Revenue Impact of Increased Email Frequency
When brands increase email frequency, revenue typically follows. It’s simple math: more touchpoints mean more opportunities to convert. For example, one of our partners saw a 40% revenue boost simply by adding one more campaign per week.
BUT—and here’s the catch—this only works if:
Each email adds genuine value.
Your team can maintain quality at higher volumes.
You’re tracking and optimizing the right metrics.
Without these elements in place, scaling email frequency can lead to diminishing returns, audience fatigue, and even a drop in engagement.
So... How many emails should i send?
Scaling email frequency without a strategy is like trying to sprint a marathon—it’s unsustainable. At Dispatch, we use a proven framework to help brands determine their optimal email cadence.
Step 1: Ask Two Critical Questions
How many emails SHOULD you send? This is determined by your revenue potential. Analyze data to identify opportunities for additional touchpoints that align with customer behavior.
How many emails CAN you execute well? Consider your team’s capacity. Can your team maintain quality and consistency while increasing volume?
Step 2: Audit and Optimize
We recently audited a brand sending two emails per week. The data revealed they could scale up to four emails weekly without harming engagement. After implementing this change, their email revenue jumped 65% in just 60 days.
Signs You’re Ready to Increase Email Frequency
Not every brand is ready to send more emails. Here are key indicators that it’s time to scale:
Engagement Metrics Are Stable or Improving: Open and click rates remain strong, signaling audience interest.
You Have a Strong Content Pipeline: A steady flow of valuable, relevant content ensures you’re not stretching your messaging thin.
Your Team Can Handle It: Your team has the capacity to maintain quality at a higher volume.
Segments Show Untapped Potential: If you have highly engaged segments receiving low-frequency emails, this is a clear opportunity.
The Golden Rule: Value Over Volume
The goal isn’t just to send more emails—it’s to send more emails that your audience actually wants to open. Every email should deliver value, whether it’s a personalized product recommendation, an exclusive offer, or timely information that meets your customer’s needs.
Start Scaling Strategically
If you’re wondering whether your brand is under-mailing, start by analyzing your data. Test increasing your frequency incrementally while monitoring engagement and revenue metrics. Scaling strategically ensures you maximize revenue without compromising quality or trust.
Ready to Unlock Your Brand’s Full Potential?
At Dispatch, we specialize in helping DTC brands optimize their email and retention strategies. Whether you’re under-mailing or struggling to scale, we’re here to help you find the perfect balance between volume and value.
Let’s connect to create an email strategy that drives measurable growth and keeps your audience coming back for more.
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