As you continue to innovate your app, it’s easy to want to reach out and update your customers about your innovations as much as possible. Unfortunately, this can be a mistake.

When you communicate too often with your recipient list, you can dilute the importance of your messages and annoy your recipients because you’re flooding their inboxes with information that may not be relevant to them.

This frustration from over communication often leads to recipients re-thinking their subscription or even flagging you as a spammer. While you may only want to inform your list, recipients may not want all those emails. This can cause spikes in unsubscribes and spam reports.

Questions to Ask Before Hitting “Send”

Customer (or potential customer) communication is an important, and sometimes tricky, aspect of any business, but you need to answer some questions about your email program before hitting send:

  • How often should you be reaching out to customers?
  • Who should you be sending to?
  • What happens if you’re sending to your email recipients too often?

Below are some of SendGrid’s best practices for communicating with customers. While it’s completely up to you how often you want to communicate, employing these can help you keep your spam rates and unsubscribes low, but also keep your recipients engaged.


Sending the right email to the right person at the right time is the key to customer engagement. It’s tempting to email your recipient list multiple times a week to make sure they’re seeing your calls to action, but the fact is, high frequency causes people to hit the “spam button” more than anything.

One of the ways to limit the number of messages a customer sees, but continue to stay relevant, is to trigger emails based on actions and drop unresponsive addresses from your list. Make sure customers receive one or two relevant emails after they’ve taken an action on your site and maintain your recipient list by proactively removing unengaged email addresses.


SendGrid customers have a wealth of metrics and analytics at their disposal, so it’s important they take advantage of these. Track user engagement through opens, clicks, and unsubscribes. See what day of the week coincides with engagement data. Finally, make sure you’re targeting individual readers as much as possible.

SendGrid offers a number of tools to help improve engagement and determine different segments of your recipient list. To learn more, visit the SendGrid Delivery Metrics Documentation to determine what you want to track and download our Email Segmentation guide.


More than anything, providing recipients with useful content is what keeps them subscribed and engaged. When communicating with your customers, you need to ensure that your content is relevant and important to them.

You can accomplish this by making sure your subject lines and content are to the point, and provide their information clearly and concisely. Learn more about content best practices in our blog post Grow Your Email List by Developing Valuable Content.

The best thing any sender can do is actively monitor their campaigns to make sure spam and unsubscribe reports are down, but engagement is at an acceptable level.

As always, we’re here to help you create the best email campaign possible. Contact us today to learn more about how you can track and customize your program to ensure you’re staying engaged with your readers.

Warren Duff
Warren is the Sr. Content Marketing Manager at SendGrid, specializing in email and content best practices, he develops many of the new guides you see SendGrid release as well as other pieces of content, including blogs, videos, case studies, and emails.