When it comes to email marketing, it can be challenging to find the time and motivation to stick to a consistent schedule (especially for small business owners juggling a hundred other tasks!) But here’s the thing: research shows that brands sending out emails weekly generate more than twice the revenue of those that send less frequently, making a consistent email schedule a no-brainer for your business.

In this post, we’ll break down five key benefits of sticking to a consistent email routine, plus share practical tips to help you send more regularly without adding extra stress to your plate.

Benefits of a Consistent Email Schedule

1. Regular sending keeps your brand in focus

In email marketing, visibility is everything. You can't expect results if your brand doesn't consistently show up. By sending emails regularly, your brand will become much more prominent in your subscribers' inboxes, creating a sense of trust and familiarity for your messages.

Think about the key brands you see in your inbox each week; they're usually the ones you regognize immediately, right?

In contrast, the brands who are sending less frequently tend to go unnoticed. Subscribers may not even remember signing up to your list to begin with. This uncertainty often leads to genuine senders being marked as spam.

2. Routine trains your audience to engage

Once your subscribers become familiar with your brand, regular emails create anticipation. If you're sending emails consistently (especially at the same time each week) your audience will begin to expect them.

For example, Netflix regularly send out weekly top 10 emails, showcasing the most popular titles on the platform. Subscribers are familiar with this format and will be prepared to engage and click through to watch the trailer or start the show.

A similar concept for your brand could be "Deal of the Week" or "Hot Right Now" (i.e. for trending products.) These campaign ideas help you keep email content fresh, relevant, and easy to engage with, without having to come up with something new every time.

3. Reliable sending habits improve your spam reputation

It's a common misconception that sending emails frequently will get you flagged as spam. In fact, sending regularly can actually improve your sender reputation – if done right.

Email providers are known to track how often you send and how your recipients interact with your emails. If platforms like Google and Outlook see you are consistently sending high-quality content to subscribers - i.e. emails that are being opened and clicked by recipients - this works in your favour and shows you are a trustworthy sender.

On the other hand, sporadic or unpredictable sending habits can raise red flags. If your emails suddenly appear after weeks or months of silence, providers might treat them as suspicious, potentially harming your domain's reputation and pushing you into the spam folder. Worst case? Too many spam flags could get your brand blacklisted by major providers—resulting in zero exposure and a lot of hassle trying to recover your sender reputation.

4. Regular traffic to your website helps you grow sales over time

Most email marketers know the earning potential of a well-executed email campaign. And while quick, last-minute blasts can result in the occasional traffic spike to your website, a healthier approach is to use email to drive more customers to your site and create a more reliable revenue stream over time.

Think of it this way: sending one big promotional email every 6 weeks might generate $2,000 in sales. But what if instead, you sent smaller, more targeted emails once a week? Even if each of those brought in just $500, you’d generate $3,000 over the same six-week period, and get six opportunities to engage with your audience instead of one.

Not only does consistent sending help grow your revenue more sustainably, it also strengthens customer relationships and helps you reduce your reliance on high-pressure, last-minute campaigns.

5. A higher sending frequency means more reliable analytics

Data is key in understanding your audience – an important goal for any marketer. The more you send over time, the easier it becomes to know what works for your subscribers and what doesn't.

Let's say you are getting a typical click-to-open rate (CTOR) of 12.5% on your weekly emails. This week you try a new format and your CTOR jumps to 15%. Because you have been sending regularly and have the analytics data, you can instantly see that your change was received well by your audience.

However, if you had only been sending emails sporadically, a subtle change like this would have been harder to detect and also not as easy to trust.

In short, regularly sending emails gives you a better insight into what your audience likes, allowing you to create higher quality content and drive engagement and revenue over time.

How to send emails more frequently

Now you have an idea of the benefits that sending more often can bring to your business, let's explore a few small changes you can make to help yourself keep on top of your sending schedule:

Set yourself a manageable schedule

If you're new to all this, one email a week might seem like a lot! Don't panic - start off with bi-weekly emails and then work your way up to weekly when you start feeling more confident. Remember it's quality over quantity.

Bulk-prepare content in advance

Set aside one or two days each month to prepare all your email content for the next few weeks. This helps reduce the pressure and means you'll always have something ready to send.

Create a content calendar

A planner or calendar helps you jot down ideas and key dates in advance so you're never left without inspiration for an upcoming campaign.

Repurpose existing content

If you're strapped for time, you'll probably find you have an existing blog post or old newsletter that you can tweak and recycle into something new in no time at all!

Create familiar formats

As touched upon earlier, creating a few reliable concepts (e.g. product of the week) that you can reuse helps you to send content regularly while still staying fresh and relevant.

Use scheduling tools

As soon as a campaign is prepared, use your platform's scheduling tools to get it all set up and ready to go. This way, you won't forget to send it out if you have too much going on on the day!

Tip: Mail Designer 365 lets you schedule email content weeks in advance – super useful if you know you have a lot coming up or if you're going away on vacation but still want to make sure your emails are going out. You can even manage campaigns on your smartphone.

We hope this post has demonstrated how regularly sending emails can benefit your business and what small steps you can take to up your email volume!

Want to get started right away? Mail Designer 365 is your perfect companion: from building your first email template, all the way up to sending to your subscribers. Try it out free for 7 days on your Mac and start transforming your brand's email marketing strategy.