Should I change email frequency during peak seasons?

Running an online fashion boutique for the past three years, I've always struggled with email marketing during peak seasons like Black Friday and the holiday rush. My team and I constantly debate: Should we blast more emails to capitalize on shopping momentum, or risk overwhelming our subscribers? Last year, we increased our email frequency from weekly to daily during the holiday season, thinking more touchpoints would drive sales. The result? A noticeable spike in unsubscribe rates and a surprisingly flat conversion rate. Our open rates dropped dramatically, and the engagement felt forced. We realized we weren't just competing with other brands for inbox space—we were potentially damaging our relationship with customers who had been loyal all year. Now, we're looking for a strategic approach that maintains our brand's integrity while maximizing seasonal opportunities. We want to find that delicate balance between staying top-of-mind and not becoming another annoying, spammy sender that gets instantly deleted or, worse, permanently filtered out of our customers' primary inboxes.