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Pick a cadence you can sustain through a busy month, and hold it. Monthly is realistic for most small businesses and is enough to stay familiar. Fortnightly works if you have genuinely useful things to say. Weekly is excellent if you can maintain quality, and damaging if you cannot. The two things that cause unsubscribes are irrelevance and irregularity — not frequency. A useful monthly email outperforms an erratic weekly one. Tell people what to expect in the welcome email, then deliver exactly that. If you promise monthly and send weekly, people feel misled even if the emails are good. If you have not emailed in six months, do not simply resume. Send a re-engagement email first.
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Email marketing rules differ by region. Make sure you have a lawful basis for emailing each contact, include a working unsubscribe link, and include your business address where required.
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