The advice to "not email too much" is costing you money. Engaged subscribers want to hear from you more — not less.

Most brands under-email their engaged subscribers and over-email their disengaged ones. They send the same number of campaigns to everyone because they are afraid of unsubscribes. The result: your best customers do not hear from you enough, and your worst subscribers get annoyed and mark you as spam.

The solution is not "send less" or "send more." It is send the right amount to the right people. Your most engaged 20% can receive 4-5 emails per week and they will buy more. Your least engaged 20% should receive 1-2 per month or be sunset entirely. The middle gets 2-3 per week.

This is frequency optimization — and it simultaneously increases revenue from your best subscribers while improving deliverability by reducing sends to disengaged contacts. You make more money and land in more inboxes. It is the rare strategy with zero tradeoffs.

We build frequency optimization programmes in Klaviyo. Engagement tiers. Send frequency rules. Automated suppression for disengaged contacts. The result: more revenue per email sent and better deliverability for every email.