How often should I email my customer list?

Often enough that people remember who you are, and only when you have something worth their attention — for most service businesses that lands around twice a month, with ecommerce running higher during buying seasons.

Cadence matters less than relevance. A list emailed weekly with genuinely useful content stays healthy; a list emailed monthly with filler trains people to ignore you, and ignored mail is what eventually lands you in spam folders, since engagement is a signal inbox providers weigh. Sending less is not automatically safer.

Let the data set the pace rather than a rule of thumb. Watch unsubscribes and complaint rate as your ceiling and open and click behavior as your floor, and segment so your most engaged customers can hear from you more often than the people who went quiet. Triggered messages — quote follow-ups, service reminders, post-job requests — usually outperform any broadcast schedule.