Can You Send Too Many Newsletters? (Learn From My Mistake Before It Costs You Subscribers)

What is Newsletter Fatigue?

“Newsletter fatigue” is when your audience feels like they are getting too much from you—too many messages, too often, and not enough breathing room.

It is kind of like that friend who texts you every five minutes for updates. You love them, but it is a lot.

When people hit “unsubscribe,” it is often not because they do not like you anymore — it is because their inbox is overloaded and you became part of the noise instead of the value.

Can You Actually Send Too Many Emails?

Yes — and here is why it is risky:

• Your open rates drop because people start ignoring your emails
• Your unsubscribe rate spikes (like my six in one day horror story)
• You trigger spam filters, especially if you are emailing too frequently without enough engagement
• You burn out your list and lose long term trust

How Often Should You Send a Newsletter?

There is no one size fits all, but here is what research and industry averages say:

• Service based businesses (like beauty, wellness, coaching): 1 to 4 times per month is the sweet spot
• E-commerce and retail: 1 to 2 times per week for regular engagement, with occasional extra sends for launches or sales
• Educational and community based businesses: Weekly or bi-weekly tends to keep people engaged without overwhelming them

Best Days and Times to Send Newsletters

Studies show that your timing matters almost as much as your content:

Best days: Tuesday, Wednesday, Thursday (people are in “work mode” but not drowning in Monday emails or checked out for Friday or the weekend)

Best times:

Morning: 9 to 11 AM (before lunch slump)

Afternoon: 1 to 3 PM (after lunch but before the end of day rush)

Pro tip: Test different days and times with your audience — your analytics will tell you when they are most engaged

Signs You Are Sending Too Many Emails

Watch for these red flags:

• Your unsubscribe rate is higher than 0.5 percent per send
• Open rates are steadily declining (industry average is around 20 to 25 percent)
• You are getting direct feedback like, “I missed this” or “I cannot keep up”
• People start marking your emails as spam (even unintentionally)

How to Avoid Newsletter Fatigue (and Keep Your Audience Engaged)

1. Create a content calendar so you are not stacking emails too close together

2. Vary your content—do not just sell, mix in education, personal stories, behind the scenes, and value packed tips

3. Segment your list—send certain emails only to people who would actually be interested in that content

4. Use analytics as your guide—if your numbers start dropping, pull back

5. Space out promotions—if you are doing a big push for something, make sure to build breathing room before and after

The Bottom Line

Email marketing is one of the most powerful tools you have for building trust, nurturing relationships, and driving sales. But more is not always better.

If you overload your audience, you risk turning value into noise—and once people unsubscribe, it is hard to get them back.

So take it from me: plan your sends, respect inbox space, and focus on delivering content your audience actually wants to open.

Looking for more guidance on growing your esthetics business? Join the Money Making Esthetician Facebook Group for real-world strategies and inspiration—created by estheticians, for estheticians.

Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with multiple industry awards (thank you!) and proud to support the spa industry through mentorship and sponsorship.