If you go to the experts you will notice they all aren't on the same page when it comes to defining that magic number. Some feel you got one-shot if you acquire your list. Others say no, no, no not true, you need to hit it at least three times. Taking into consideration the email might get labeled as spam and get deleted. It's best to send it three times at different times of day on different days. Then there are those rebel email specialists out there that say forget having a specified number at all and hit them every week, you will still reap positive results.
The truth in all this...definitive rules are not easy to come by. The simple fact of it all is that the number of times you can send to any one list will depend on several factors which include the quality of your list, the scope of the campaign, the type of deliverable and product and/or service.
If you have a narrow audience focus you would be better off sending out a newsletter once a month or as frequent as every two weeks to prove you are the expert in your field, service or product.
Another way to determine your send frequency with a list is to observe your opt-outs. Once your opt-out rate starts to increase this is a good indicator that your list may be degraded.
The other key factor you want to keep in mind is price. Depending on the price of a product or service sustaining a high send rate to the same list is not necessarily a negative approach. For instance many BtoB sales are big fish to land, so the likely hood of a CEO converting to a sale worth several thousands of dollars from only one single email is a bit like hitting the lottery and powerball in one shot...not exactly the everyday occurrence. Placing your brand in their inbox on a regular basis offers you a better chance of winning the long race, cause when they know who and what you have to offer it's almost a sure bet you will be on their shortlist when it's time to buy.
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