The #1 question Shopify merchants ask about email marketing: how often is too often? This data-driven guide reveals the optimal campaign frequency for ecommerce stores.
How often should you send email campaigns to your Shopify customers?
It's the most common question in ecommerce email marketing. And the answer most brands arrive at—"not too often"—is costing them money.
Here's a pattern we see repeatedly: Shopify stores with healthy email lists (10,000+ subscribers) send 2-4 campaigns per month. Sometimes less.
When asked why, the answers are consistent:
Meanwhile, the best-performing email programs send 8-12+ campaigns per month—sometimes daily.
This is the floor. Below this, you're leaving significant revenue on the table and risking list decay.
Most Shopify stores can sustain this frequency without negative engagement impact. This is where we see the best revenue-to-effort ratio.
Some brands send daily. This works if you have a highly engaged list and your content is genuinely valuable.
The math is simple: if each campaign generates $500-2,000 in revenue, and you're only sending 4 campaigns per month when you could send 12, you're leaving $4,000-16,000 per month on the table.
That's $48,000-192,000 per year. For most Shopify stores, that's a full-time employee's worth of value—from just sending more email.
This is the fear. Here's the reality:
Most stores see minimal unsubscribe increases when they double send frequency—if the content is relevant.
People unsubscribe because of:
Add 1 campaign per week. Monitor unsubscribe rates and engagement.
Add another campaign per week. Start segmenting more aggressively.
Find your sustainable rhythm. Optimize content mix based on performance.
Here's your action plan:
Need help building a sustainable system? Eltie generates campaign calendars and email drafts so you can increase frequency without increasing workload.