In the Brisbane business community, there is a pervasive fear that haunts marketing managers and small business owners alike: the fear of being 'annoying'. This fear often manifests as a self-imposed restriction on email frequency. Many local businesses stick to a safe, once-a-month newsletter, convinced that any more would trigger a wave of unsubscribes and brand damage.
At Local Marketing Group, we’ve analysed the data across dozens of Australian industries, from Fortitude Valley boutiques to Northside trade services. The results are clear: the 'less is more' approach is often a recipe for invisibility. It is time to bust the myths surrounding email frequency and look at what actually drives revenue in 2026.
Myth 1: Unsubscribes Are Always a Bad Sign
Most business owners view an unsubscribe notification as a personal rejection. In reality, unsubscribes are a natural and necessary pruning process. If someone unsubscribes because you increased your frequency from monthly to weekly, they weren't your ideal customer—they were a 'lurker' costing you money.
When you consider email platform costs, keeping unengaged subscribers on your list is a drain on your ROI. A higher frequency forces the 'maybe' leads to make a decision, leaving you with a high-intent list of active buyers who actually want to hear from you.
Myth 2: There is a 'Magic Number' for Frequency
If you are looking for a universal rule like "Tuesday at 10:00 AM, twice a week," you won't find it here. Why? Because frequency is a function of value, not a calendar setting.
A Brisbane real estate agency might find success sending daily updates during peak auction seasons, whereas a B2B consultancy might find their sweet spot at twice a month. The 'magic number' is simply the maximum frequency at which you can consistently provide value.
The 'Value-to-Volume' Ratio
- High Value/Low Volume: Deep-dive industry reports or exclusive invitations. - Moderate Value/High Volume: Flash sales, daily tips, or local news updates. - Low Value/High Volume: This is where inbox saturation occurs. If your content is boring, sending it once a year is too often.Myth 3: Frequency Causes Spam Complaints
Spam complaints are rarely caused by frequency; they are caused by irrelevance. If a customer in Ascot signs up for gardening tips but starts receiving daily emails about commercial lawnmower financing, they will hit the spam button.
Instead of reducing frequency across your whole list, use segmentation. By categorising your audience based on their behaviour and interests, you can send more emails to the people who are engaging and fewer to those who aren't. This targeted approach ensures you aren't bleeding profit by ignoring your most active segments.
Actionable Strategies for Australian SMEs
How do you find your business's frequency ceiling without breaking your reputation? Follow these steps:
1. The 'Step-Up' Test: Increase your frequency by one email per week for a specific segment. Monitor your 'Earnings Per Subscriber' (EPS) rather than just open rates. If EPS goes up while unsubscribes stay manageable, you haven't hit the ceiling yet. 2. Leverage Local Relevance: Brisbane businesses have a unique advantage. Use local events—like the Ekka, the Riverfire festival, or even sudden QLD weather shifts—as hooks for increased frequency. Contextual relevance overrides frequency fatigue. 3. Preference Centres: Let your subscribers choose. Add a link in your footer that allows users to opt-down to 'Monthly Highlights' rather than unsubscribing entirely.
The Bottom Line: Be Present or Be Forgotten
The Australian inbox is a competitive space. If you are only appearing once a month, you are relying on the slim chance that your customer happens to need your service at that exact moment. By increasing frequency—backed by quality content—you stay top-of-mind so that when the need arises, your brand is the obvious choice.
Stop managing your email strategy based on fear. Start managing it based on data. If you’re ready to stop guessing and start growing your revenue through high-performance email marketing, the team at Local Marketing Group is here to help.
Ready to optimise your email strategy? Contact Local Marketing Group today for a comprehensive audit of your digital marketing performance.