What's the optimal frequency for sending discount emails to beauty customers?

Optimal Frequency for Sending Discount Emails to Beauty Customers

Email frequency is a balance between maximizing campaign reach and preserving the impact of each send. Over-sending discount emails creates three problems: subscriber fatigue leading to unsubscribes, declining open rates over time, and conditioning customers to expect constant discounts.

Frequency Guidelines by Segment

Signs of Over-Sending

• Unsubscribe rate exceeds 0.3% per send
• Open rate trending down across consecutive sends (not just one-off)
• Spam complaint rate above 0.08%
• Revenue per email sent declining despite consistent discount depths

Mixing Content Types

Intersperse non-promotional content between discount emails. For every 2 discount sends, include 1 educational or brand email (ingredient spotlight, founder story, customer feature). This reduces perceived promotional frequency while maintaining list health and positioning your discount emails as more special when they arrive.