Motiva’s Frequency Intelligence report can help identify how often is just enough before your email complaints and unsubscribes start to increase.

Should you email once per week? Or is three emails per week better? Motiva will tell you.

This can be an easy way to use data to decrease fatigue, protect against unsubscribes and increase engagement.

By default, the report first loads to include all contacts in your database. The analysis determines the number of times each contact has been emailed every week for two years and all of those 104 weeks are averaged to determine the average number of emails each contact receives per week.

The first bar in the graph above shows all the contacts who receive an average of one email per week, the second bar shows all the contacts with an average of two emails per week and so on. You can scroll over each bar to see the engagement and unsubscribe rates for each grouping of contacts.

You can toggle to see the report with unique open rate or unique click rate. The engagement rate is measured on the left side of the graph. On the right side of the graph, you'll see the unsubscribe rate. The red line cutting across the bars shows the unsubscribe rate.

To determine the best send frequency, look for the bar with the highest engagement and lowest unsubscribe rate based on your benchmarks. In the graph above, we see an average of three sends per week results in a higher click rate but also has an 1.5% unsubscribe rate. Two sends per week has a lower click rate but also a significantly lower unsubscribe rate. We recommend sticking with two sends per week and optimizing your content to improve the click rate.

Use the Filter button on the report to see how different groups of contacts respond to frequency. You can filter by selecting certain campaign and email types as well as Motiva personas connected to Eloqua segments. You can select multiple campaigns, emails or personas by not currently a combination of the three. Motiva will update the Frequency Intelligence Report accordingly.

Once you have a sense for what your optimal frequency is, you can use the Frequency Management system to ensure all your campaigns obey the limit you set.