So you’re sending emails – great! You’ve got good content, solid subject lines, and you’re hitting that “send” button like a pro.
But… are you landing in the inbox or the spam folder?
Here’s the truth: It’s not just what you send – it’s how often and how much you send that can make or break your email deliverability.
Let’s talk about sending volume and frequency – the invisible forces that shape how mailbox providers judge your emails.
📊 Volume: How Much Is Too Much?
Imagine you’re Gmail. One domain just sent you 10,000 emails out of nowhere. You’ve never seen this sender before. No warmup, no gradual increase – just a massive burst.
What would you do?
Right. You’d probably raise an eyebrow… or trigger a spam filter.
That’s how mailbox providers (like Gmail, Outlook, Yahoo) think. Sudden spikes in sending volume are suspicious. It might look like a spammer just popped up with a fresh domain.
❌ What happens when volume is inconsistent or too high?
- ▪ Spam filters become more aggressive
- ▪ Reputation drops (especially for new IPs or domains)
- ▪ Bounces increase
- ▪ Delivery delays or outright blocking
✅ What should you do?
Warm up slowly. Start with a small segment of your most engaged subscribers, then gradually increase your volume over days or weeks. This is especially crucial for:
- 🔸 New domains or IPs
- 🔸 After a long period of inactivity
- 🔸 When moving ESPs or infrastructure
Think of it like jogging. You don’t run a marathon on day one – your reputation needs stamina.
⏱️ Frequency: How Often Should You Send?
You might be thinking: “Great, I won’t send a million emails at once. But how often should I send?”
Mailbox providers love consistency. If you send 3 emails today, none for two weeks, then 5 the next day… that’s a red flag.
Unpredictable frequency = unpredictable sender = untrusted sender.
Here’s what helps:
- ✅ Stick to a regular schedule – daily, weekly, or monthly, just be consistent.
- ✅ Match frequency to user expectations – if someone signed up for weekly updates, don’t suddenly start sending daily.
- ✅ Avoid long silences – dormant sending leads to cold domains, which need rewarming.
🔥 The Power of a Sending Rhythm
When volume and frequency align in a clean, rhythmic pattern, you build trust.
Mailbox providers recognize your sending patterns and treat your emails like expected visitors, not digital intruders.
A healthy sending rhythm means:
- ✅ Stable reputation
- ✅ Fewer bounces
- ✅ Better inbox placement
- ✅ More opens, clicks, and replies
It’s like being a good neighbor: you don’t show up banging on the door once a month and disappear – you pop by regularly and politely.
🚨 Warning Signs: When Things Go Wrong
Watch out for:
- ✘ Sudden drops in open rates
- ✘ Increased bounce rates
- ✘ Spike in spam complaints
- ✘ Delivery delays
These can all be signs that your sending pattern is off – either too erratic, too aggressive, or too inactive.
💡 Tips to Stay in the Safe Zone
- ✔ Warm up domains and IPs gradually
- ✔ Monitor your sending reputation (use Google Postmaster, SNDS, or tools like EmailConsul)
- ✔ Segment your list by engagement level
- ✔ Use suppression lists to avoid sending to unengaged or bounced addresses
- ✔ Track performance per provider (Gmail vs Outlook vs Yahoo, etc.)
📬 Final Thought
Email deliverability isn’t magic – it’s behavioral trust.
Mailbox providers are watching your habits, not just your content.
If you treat email like a relationship – showing up regularly, respectfully, and with good timing – you’ll earn your place in the inbox.
So next time you plan a campaign, don’t just ask: “What should I say?”
Also ask:
“When and how often should I say it?”
Because in email, timing really is everything.
Need help tracking your sending volume, frequency, and inbox placement?
📈 EmailConsul gives you the insights you need to build trust and stay out of the spam folder. Try it today.