How Often Should You Send Marketing Emails?

It’s common for agency owners to wonder whether sending weekly marketing emails might cause audience fatigue or lower open rates. In reality, weekly emails are one of the most effective and sustainable strategies for maintaining engagement, improving deliverability, and strengthening brand recognition—especially in home care marketing.

Let’s break down why weekly campaigns are not only safe but strategic.

Across the healthcare, home care, and senior services industries, the average email open rate typically falls between 18% and 25% according to data from platforms like Constant Contact, Mailchimp, and HubSpot.

If your agency’s open rate is in in this range, that’s a strong indicator that your audience is engaged, your subject lines are effective, and your brand is trusted.

High-performing agencies maintain this level of engagement by sending consistent, valuable content their audience actually wants to read.

Email marketing success depends on consistency. Sending weekly emails helps your agency:

• Stay top-of-mind with clients, caregivers, and referral partners.

• Reinforce brand visibility through regular touchpoints.

• Improve deliverability, since inbox providers favor consistent, predictable sender behavior.

Infrequent or irregular emails often do the opposite—when audiences go long periods without hearing from you, they’re more likely to forget your brand, disengage, or even mark future messages as spam.

Consistency builds familiarity, and familiarity builds trust.

Email engagement is driven by content quality, not frequency. People open emails that offer real value—helpful insights, useful tips, or content that feels personally relevant.

Key engagement drivers include:

• Compelling subject lines and preview text.

• Strong sender reputation (built over time through consistent, responsible sending).

• Meaningful, relevant content that benefits the reader.

When your content helps families, caregivers, or potential clients, weekly frequency keeps that helpful presence alive. Even if someone skips a week, your brand remains visible, trusted, and familiar.

At Home Care Marketing Pros, we send weekly caregiver and client newsletters for dozens of home care agencies nationwide.

Across every campaign, one finding remains consistent:

Weekly sending leads to higher engagement, stronger brand recall, and better website traffic than sending sporadically or only once a month.

Email platforms like Mailgun and Constant Contact also confirm that steady sending patterns improve inbox placement by signaling trustworthiness to email service providers (ESPs).

Even with the best strategies, open rates will naturally rise and fall over time.

Common causes include:

• Seasonal changes in behavior or interest.

• Topic variation (some subjects simply attract more clicks).

• Privacy updates like Apple’s Mail Privacy Protection, which limits open tracking accuracy.

These fluctuations don’t mean your strategy is underperforming. What matters most is long-term consistency and engagement, not short-term variation.

A 18-25% open rate from weekly campaigns is not a weakness—it’s a sign of strong performance and audience trust.

Reducing your frequency would likely hurt engagement, lower deliverability, and make it harder to stay visible in your audience’s inbox.

Weekly frequency works because it:

• Reinforces trust and recognition.

• Encourages steady engagement over time.

• Keeps your audience connected to your brand and message.