How Often Should You Email Your Leads? (And What to Say)

 
In a digital landscape flooded with over 347 billion emails sent daily, finding the right email automation frequency has never been more critical. Send too often, and you risk unsubscribes. Send too little, and your leads go cold. So how do you strike the balance?

Whether you’re a fitness studio, martial arts school, or service-based business, your lead automation workflows can make or break your conversion strategy. In this blog, we’ll break down exactly how often to email your leads, and what kinds of messages get the best results.

 

Why Email Cadence Matters More Than Ever

The average person sees the equivalent of 174 newspapers worth of data every single day. And with professionals spending over five hours daily on email, your marketing messages are competing with a full inbox and short attention spans.

On top of that, 117 emails hit inboxes before breakfast for most working professionals. The timing, content, and frequency of your lead automation emails have to cut through this noise, not add to it.

Explore the Top Digital Marketing Trends for Fitness & Martial Arts Studios in 2025 to learn how businesses like yours are adapting their marketing strategies.

 

How Often Should You Email Your Leads?

1. The Ideal Starting Point: 1–2 Times Per Week

Start by sending one to two emails per week. This cadence helps you stay top-of-mind without overwhelming your leads. It also allows you to test and refine your messaging through automated workflows.

• New lead? Send a welcome email right away.
• Interested but inactive? Send a reminder after 48–72 hours.
• No response after 1 week? Offer an incentive, like a limited-time discount or bonus class.

2. Watch Your Metrics, Not Just the Calendar

Email frequency should adjust based on engagement. A study presented at IEEE ICMLA found that reducing email volume by 72% actually boosted conversions by 50%. Why? Because quality and timing beat quantity.

If your open rates start to dip or you see an uptick in unsubscribes, it’s time to reevaluate.

 

What Should You Say in Your Emails?

Great emails aren’t just about timing, they’re about value and personalization.

1. Welcome & Orientation

Introduce your brand, values, and how you help people just like them. Set expectations for what they’ll receive.

2. Problem-Solution Emails

Highlight a common pain point (like lack of motivation or poor results) and explain how your program solves it.

3. Social Proof & Testimonials

Share success stories, before/after photos, or quotes from happy clients. This builds trust.

4. Limited-Time Offers

Urgency can drive action, especially when sent 3–5 days after initial contact. But don’t overdo it.

5. Newsletter-Style Updates

For longer-term nurturing, send updates on new classes, events, or educational content like blogs.

Learn how to mix content types in 5 Tips for Crafting Effective Email Newsletters.

 

Segmentation & Personalization = Higher ROI

Research shows that email segmentation can increase customer lifetime value by 33%, and personalized email workflows can boost revenue by 40%. That means the more you tailor your message to each lead’s behavior and interest, the better your results.

 

What Happens If You Email Too Often?

• 44% of users unsubscribe due to “too many emails.”
• Open rates drop as frequency rises.
• You risk being flagged as spam or even facing legal fines

This makes frequency management a key legal and marketing concern, especially for local businesses that rely on strong reputations.

Want to avoid missteps? Read How to Build Effective Email Marketing for Your Martial Arts School.

 

Your Leads Don’t Need More Emails, They Need Better Ones

When it comes to email automation, it’s not about flooding inboxes. It’s about crafting a thoughtful lead automation workflow that respects your audience’s time and attention. Focus on personalization, pacing, and relevance, and your conversions will follow.

Need help creating automated emails that convert?

At 97Display, we build custom marketing systems that integrate email, text, and CRM tools to engage leads and drive sales for fitness and martial arts studios. Let us help you automate your marketing, the smart way.

Check out The Power of Content Marketing: How to Create Content that Converts for more tips on improving your messaging across all channels.