Email strategy: a communication plan that delivers results

There is no exact rule. For most companies, one or two emails every two weeks per group of contacts works well, while in industries such as real estate or car sales six to ten emails a year are enough. You will recognize the right frequency when your unsubscribes are not growing and your open rate stays stable.

Start with a goal and split your contacts into groups. Write the groups in the first column of a table, add at least twelve weeks in the next columns and briefly note in each cell what you will send that group in that week. Alongside it, prepare a rough yearly outline of seasonal opportunities.

The most reliable source is the questions your customers keep asking you. Guides and tips, customer stories, a look behind the scenes, seasonal reminders or messages based on data, such as a purchase anniversary, also work well. The course includes a list of ideas you can return to again and again.

A simple rule to start with is to prepare at least two emails that benefit the recipient even without a purchase for every sales email. Then adjust the ratio based on your audience and statistics. Don't send two sales emails in a row to the same group, and don't open with an offer after a long silence.

Watch the trend across months, not the swings of a single campaign. What matters is the open rate, clicks by content type, unsubscribes after sales emails, how the size of your database develops and whether every group receives communication. Once a quarter, rework the plan based on your findings. For reference, the unique open rate across all Quanda customers from January to August 2026 was 28.2%, after filtering out automatic opens.

Yes, the course is completely free. All you need is to create a free learning account with an email and password or your Google account and confirm your email address. Your progress is saved in your account as you go.

Each of the five lessons ends with a quiz of seven yes or no questions, and the next lesson unlocks once you answer all seven correctly. You can retake the quiz as many times as you like and you will see an explanation for wrong answers. After passing all quizzes you receive an official Quanda certificate in PDF with your name, the course title, the date, a unique code and a QR code linking to public verification, which you can download at any time and share on LinkedIn, Facebook and X.

The course has five lessons and takes about 1.5 hours. You learn at your own pace, you can pause at any time and continue later, because your progress is saved in your learning account. The course is designed for intermediate users.

No, you don't. All you need is a free learning account on the Quanda website, which you create with your email or Google account. An app account comes in handy if you want to try the steps from the lessons right away, and you can start a 14-day free trial without a credit card.

We only store what we need for your studies: your email, your first and last name for the certificate, an optional phone number, your course progress and issued certificates. We process them in line with the Quanda Privacy Policy. You can delete your learning account yourself in your profile, and your progress and certificates are deleted with it. Any emails about similar content we may send you can be unsubscribed from using the link in each of them.