Here’s my playbook for launching a newsletter. It’s mostly for B2B brands, but can be adapted for B2C and publishers. Newsletter Launch Checklist
B2B Send Frequency
Most companies are afraid of sending too many emails. (They don’t want unsubscribes.) But here’s the truth: Email lists are perishable! They naturally decay 20–30% per year, even if you do nothing wrong.
So if you’re worried about annoying people…
Let me show you the math:
→ Start with 10,000 subscribers
→ Send just 1 email/month
→ After 12 months:
– 2,000 emails gone to decay
– ~120 lost to unsubscribes
→ You’re left with 7,880 active emails
→ You sent 12 emails = 94,560 total impressions
Now compare that to weekly emails:
→ 10,000 subscribers
→ Still ~2,000 lost to decay
→ But ~392 unsubscribes
→ You’re left with 7,608 active emails
→ You sent 48 emails = 365,184 impressions
Same list.
Same timeframe.
4x the impact.
And it cost you less than 3% of your list that was already decaying at a rate of 20% per year.
If your open rates are solid and your content provides real utility…
This strategy is pipeline steroids.
Don’t fear the send button.
Fear the missed opportunities.