Is this not spam?

Hey it’s Edoardo from ElediaMails,

One of the most common questions I get is this:

How many emails should I send to my audience per week?

And the short answer is… it depends.

Let’s break it down properly.

For some industries, it makes sense to keep things rare and highly curated.

Take real estate, for example. A weekly or bi-weekly email packed with high-value insights or new listings is perfect, any more and you’d be stretching your relevance.

But for e-commerce, especially clothing and lifestyle brands, the rules change completely.

Here, your biggest threat isn’t over-emailing.
It’s being forgotten.

If you’re not consistently in front of your customers, someone else will be. Fashion moves fast. Trends change weekly. People buy impulsively.

And if your audience doesn’t hear from you often enough, they’ll simply spend with another brand that stays top of mind.

That’s why for most e-commerce brands we work with, the sweet spot is 3–4 campaigns per week - provided you do it right.

Not if you give them something worth opening.

The key is diversification and segmentation.

Let’s start with diversification.

If every email looks the same - same template, same copy structure, same offer - people will burn out fast.

But when your content changes, the inbox becomes interesting again.

One day it’s a best-seller feature, the next a story-driven email about your brand, then a social-proof highlight or quick style tip.

If every send has its own angle and purpose, your list won’t tune out - they’ll actually look forward to the next one.

The difference between “spam” and “value” is simply how repetitive you are.

Remember the guide I sent you initially? On there you can find many examples you can use to diversify your content (I’ll leave it here again).

Now, diversification is half of the equation. The other half is segmentation.

If you blast every email to your entire list, engagement will drop.
Instead, you should be sending the right message to the right group.

Here’s the structure I always recommend:

1. Engagement segmentation
Break your audience down by how active they are - for example:

Send the most frequently to your 14-day group. They already love your content and are more likely to convert.
As engagement decreases, reduce send frequency. This keeps deliverability high and your list healthy.

2. Customer Journey segmentation
Not every customer should receive the same message.

By combining both segmentation types, you can safely increase your frequency without feeling repetitive or overwhelming.
Because now, every email is relevant to the person receiving it.

Good way by Dr. Squatch to vary their content by collaborating with famous movies that are about to be released.

There’s no one-size-fits-all rule for how often to email.

If you’re in real estate or high-ticket consulting, one quality send a week may be perfect.
But for e-commerce - especially fashion, lifestyle, and beauty - you should be in the inbox about 3–4 times per week.

Just remember:

When you do that, “too many emails” stops being a problem, and starts becoming your biggest revenue advantage.

Until next time!
Edoardo

P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.

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