How often should we send emails?

The answer to this question is “It depends.” B2C companies tend to email their customers and prospects more frequently than B2B companies – and rightfully should since they often have more events, sales, new products to introduce and other timely news to share. In our experience, monthly is the norm for B2B companies, unless there is a big announcement to make, or an event to promote (seminar, webinar, trade show, etc.). If your content is different, substantive and useful, and you think it makes sense to reach out several times a month, do it. Your open rates and overall response will reveal whether you are overdoing it.