What is Email Marketing?

Yes, and often more so for conversions. You own your email list, unlike a social platform’s algorithm and audience, which can change access to your followers overnight. Email consistently delivers a strong return on investment because it reaches people who already opted in and are further along in trusting your brand than a cold social impression.

Weekly to biweekly works for most small businesses; the right cadence depends more on content quality than frequency. Segmenting your list so people get relevant messages, rather than blasting everyone identically, reduces unsubscribes far more than simply emailing less often. Watch open and click rates by segment to find your actual ceiling.

Averages vary by industry, but 20 to 30 percent is a reasonable target for a well maintained list. Subject line quality, sender reputation, and list hygiene, meaning removing inactive subscribers, all affect this more than most people expect. A shrinking but engaged list often outperforms a large one full of people who never open your emails.