There is no weekly campaign quota that suits every ecommerce store. Start with what subscribers expect, the messages they already receive and whether you can consistently produce relevant content. Then test a manageable change and judge the whole programme.
Count messages per person, not just campaigns sent
One customer may receive a welcome sequence, a cart reminder and a campaign in the same week. Before adding another campaign, review that overlap. A calendar with four segmented campaigns does not necessarily mean every contact should receive four emails.
Set a baseline before changing frequency
- Record campaign and flow sends by audience segment.
- Review complaints, unsubscribes, clicks and attributed conversions using consistent definitions.
- Document promotions, traffic changes and other factors that could affect the comparison.
- Check signup promises and any preferences subscribers have selected.
Test a small, useful change
For example, compare your current schedule with one additional relevant campaign for an eligible segment. If feasible, use comparable groups and keep the offer and reporting window consistent. Choose the test duration around your sales volume and buying cycle rather than declaring a winner after a few orders.
Compare total programme outcomes and customer response, not revenue per email alone. More sends can reduce revenue per send while changing total contribution; attribution can also assign the same buying activity differently across channels. Review margins and store-level outcomes alongside the platform report.
Decide when to pause or reduce volume
If complaints or unsubscribes rise, investigate expectations, targeting, overlap and content quality before increasing volume again. An unsubscribe is useful feedback, not evidence that a person was never going to buy. A smaller or quieter segment may need a different cadence.
Coordinate campaigns and automations
Check your platform's current controls for recent-message suppression and flow participation. Test the chosen settings; do not assume a default automatically protects every message type. Keep transactional and marketing messages distinct when planning the customer experience.
How many campaigns does EmailFlow include?
Campaign frequency is agreed in the service scope. It is separate from the educational testing approach above. The advertised management fee is £800 per month; confirm deliverables, platform charges and additional work in the proposal.
Read the measurement guide, cost and scope guide or explore ecommerce email management.