29th Aug 2025

by John Bellingham

Email Marketing Tip

How often should you be sending emails to your subscribers?

This is a question I hear at least once per week. People, especially those just starting out with their email marketing, want to be sure they aren’t sending too many emails (or too few) to their list.

Here’s my take on it…

It depends on three key elements;

How often you can commit to sending valuable email content.
How often your subscribers want (expect) to get emails from you.
What makes sense for the content topics you write about.

Let’s go a bit deeper on each one…

1. How often can you commit to sending emails?

When sharing emails with your subscribers, it’s more important to be consistent than frequent.

One email per month, consistently delivered, will always outperform a pattern of sending zero emails for months and then a flurry over a few weeks.

Set your email marketing system up to deliver on a schedule you will be able to wholly commit to for the longer term.

2. How often do your subscribers want (expect) to get emails from you?

When subscribers join your list, they have an expectation around the frequency of your emails – normally because you signpost them in some way, e.g. “Get my weekly tips“.

If you don’t live up to their expectations, you could have them reaching for the unsubscribe button.

It’s also good practice to introduce ways in which subscribers can manage their email content, e.g. giving them opt-in/opt-out preferences for certain content.

3. What makes sense for the content topics you write about?

Depending on what you write about, and which products/services you sell, your sending frequency may need to vary.

For example, if you run a business that helps subscribers to plan for retirement and manage their estate/assets then perhaps a fortnightly or monthly newsletter would suffice.

Contrast that with a business that sends daily tips on financial investments (e.g. world stock exchanges, share prices, etc.), where subscribers would expect daily emails, at least.

If you’re still unsure how often to send emails to your list, my advice is to start somewhere – pick a cadence that you believe works for what I shared above, and start sending emails!

Once you’re up and running, you can always adjust as you go.

💡Pro Tip: Listen to your subscribers. Monitor your engagement rates. Continually strive to improve your quality of content. But, most of all, consistently send emails! 😊

Kit Feature

The Hidden Downsides of Link Triggers

In my previous newsletter, I explained the benefits of using link triggers to automate certain aspects of your Kit email marketing system – but I also mentioned there were a few caveats to be aware of – in this edition, I’ll point them out to you.

Link triggers in Kit can feel like magic – click a link, and your subscriber gets tagged, dropped into an automation, or sent a resource. They’re powerful, simple, and one of the fastest ways to segment your list.

But there’s a catch – they’re not always perfect.

And if you’re not careful, link triggers can cause confusion, for you and your subscribers!

1. False positives from automated clicks

Some email security tools (especially in corporate mail systems) automatically “pre-click” every link in an email to scan for threats. Kit doesn’t know the difference – it registers a click, and your link trigger fires.

That means a subscriber can end up tagged or added to an automation even if they never touched the link (or even opened the email!).

The only way around this is to introduce another resource to take subscribers to, as an intermediary step (e.g. a confirmation/landing page), before clicking on the button/link.

2. ‘Accidental’ clicks from subscribers

Not all false triggers come from bots.

Sometimes a subscriber is just curious, or taps by mistake on mobile. If your automation assumes that a click means a genuine interest, subscribers can end up in a sequence or automation that doesn’t make sense for them.

Again, an additional step could eliminate this one from happening.

3. Tag clutter and confusion

Each link trigger usually needs a new tag. If you’re not deliberate about naming and organising them, your tag list can become a mess of one-off actions, making it harder to keep track of what each does in your Kit account.

When using tags as triggers to kickstart another automation, it’s good practice to use a naming convention that makes it obvious (to you) that they will trigger another action.

For example, in my Kit account, prefixing a tag name with ‘TT-‘ would tell me that it was a ‘Trigger Tag’, so I’d assign it to subscribers with caution.

A tag that let me know someone was interested in my course might look like this; ‘Interested in Course‘.

A tag that let me know someone was interested in my course, and when applied, adds them to an automation (including an email sequence), might look like this; ‘TT-Interested in Course‘.

Tech Tip

Do you find yourself making on-screen presentations or demos?

If so, I have a great little tool to share with you – it’s called ‘Presentify‘.

It’s a lightweight Mac app (sorry if you’re a ‘Windows’ user 🥴) that lets you draw directly on your screen, highlight areas, and keep your audience focused on the exact thing you’re talking about.

Think of it as a digital marker pen for your desktop.

Once installed, it sits in your menu bar and can be toggled on/off at the click of button (or keystroke, if you prefer).

When in annotate mode, you can select your tool of choice, the colour you want to use, and then begin to point, circle, scribble, or erase to demonstrate to your audience.

Below is a simple example of what a screen annotation looks like;

You can also configure the annotations to automatically disappear after a few seconds, meaning you don’t have to go around the screen erasing annotations.

The Presentify app costs $9.99 and is available from Apple’s App Store.

P.S. If you’re a Windows® user, there are other alternatives out there, however, I haven’t used them, so can’t comment on their features. They include…