How Often to Send Web-Push Notifications: Finding Your Ideal Frequency

Web Push 101
Asiya
August 4, 2025
A digital illustration of a woman with green hair holding a box with colorful geometric patterns on a pink background for Web Push Notification Frequency: Optimal Number of Campaigns To Send
Content

Sending web push notifications is tricky. Too many and you’re spamming your subscribers. Too few and they forget about you. And unfortunately, we can’t just recommend a number because the right web push notification frequency is subjective to the kind of store you run, what you sell, and numerous other factors.

But through a quick self-test, you can figure out how many web push campaigns you should be sending.

Wait, can’t I just send how many ever campaigns every week?

Creating web push notifications is easy and technically, there’s no limit to how many you should send. But, sending too many or too few notifications can ruin the experience for subscribers and affect your clicks and conversions.

If you’re sending too many web push notifications, you’ll face these issues:

  • Low CTR: Receiving too many notifications will annoy subscribers, causing them to swipe away rather than engage with it.
  • High unsubscribe rate: There’s no doubt that if subscribers feel like your notifications are spammy, they will opt out of receiving them entirely.
A cartoon showing a person overwhelmed by excessive notifications on their laptop, leading to frustration.

Sending too few campaigns can also affect your performance.

  • Low engagement: By sending campaigns sporadically, you’ll alienate subscribers and they’ll end up forgetting your store and swiping away on the rare instance that you do send a notification. This would lower your brand’s visibility.
  • Low conversion rate: The logic is obvious— the fewer campaigns you send, the fewer opportunities you have to turn your subscribers into customers.

What is the right web push notification frequency?

Like we said, we don’t know how many campaigns are right for your store. Finding the right frequency is subjective to specific factors about your store as well as some trial-and-error.

Once you’ve considered factors like what you sell and how you sell, experiment with the number of notifications you send per week to understand how many is the right number. For instance, you may find that the 3rd campaign you send in a week gets the least number of clicks while sending 2 campaigns hits the spot for you.

Let’s get into the different factors that determine the number of campaigns you should be sending.

1. Industry benchmarks

Here's how many campaigns are sent per week according to the industry you are in:

  1. Fashion: 2 to 5
  2. Electronics: 1 to 2
  3. Furniture: 1
  4. Cosmetics: 2 to 5
  5. Fitness: 2 to 3
  6. Art: 1 to 2
  7. Dropshipping: 3 to 7

2. Product price

If your inventory consists mostly of high-ticket items, shoppers won’t be buying as well so you can send fewer campaigns out.

3. Product type

Specialized and niche products like antiques and single stocks bring in high demand, requiring individual notifications for each. So, naturally, you'll need to send more campaigns.

4. Shelf life

Products with a shorter shelf life like food and cosmetics need to be sold immediately, requiring a higher frequency.

5. Product purchase frequency

If you sell products that require repurchase like fitness powders, cosmetics, and food items, you can send more notifications and use campaigns as a reminder to repurchase.

Pro-tip: Use the Segmentation feature to target shoppers who bought from your store more than 30-40 days ago to effectively re-engage and get repurchases.

6. Sale period

When running a sale on your sale, you'll want to double the number of campaigns you send to increase the traffic on your store.

Pro-tip: Use the Segmentation feature to exclude shoppers who bought in the last 2-7 days so that you don’t spam them while promoting your sale.

7. Holiday season

Like the sale period, you can increase the frequency of campaigns that you send out to leverage the holiday shopping time and drive more purchases.

8. Product launch

When launching a new product, you would want to build hype leading up to the launch. Sending 3 campaigns around the product launch across a week is common practice. This would mean altering your frequency.

9. Sellout frequency

If your products sell out faster, you'll need to send out more notifications to build urgency and remind subscribers to get them sooner.

10. Existing campaign performance

If you have low CTR and conversions for your past campaigns, send fewer campaigns and diagnose why you have lower performance. While the issue could be due to too many notifications, other factors like unoptimized copy, low interest in campaign type, etc also play a huge role.

An infographic explaining web push notification frequency with various guidelines for industries, product type, and sales periods.

Ace your web push marketing strategy!

We hope this helps you figure out the right web push notification frequency for your eCommerce store.

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FAQs for Demographic Segmentation

DTC Email Newsletter Examples FAQs

  • What is an email newsletter?

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    An email newsletter is a recurring message sent to a group of subscribers, typically containing updates, educational content, promotions, or curated product recommendations. For e-commerce brands, newsletters help build customer relationships, increase repeat visits, and drive sales without always relying on discounts. It’s a key part of email marketing.
  • Are email newsletters profitable in 2025? Why should I create an email newsletter for my business?

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    Yes, especially in 2025, when customer acquisition costs are rising and owned channels, such as email, offer a higher ROI, help with customer retention, increase average order value (AOV), and bring shoppers back with value-packed content.

    ‍Newsletters remain one of the most cost-effective marketing tools for DTC brands. Unlike social media, where algorithms can bury your content, newsletter emails land directly in your customer’s inbox (as long as email deliverability is not a concern).
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    Marketing emails typically have a single, specific goal, such as promoting a sale or launching a new product. Newsletters are more editorial. They might include blog posts, updates, or tips, making them ideal for keeping customers engaged even when you’re not selling something.
  • What’s the best format for an email newsletter?

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    There’s no one-size-fits-all. Begin by identifying your primary takeaway or objective. Then pick a format that supports it using free templates or past campaigns that worked well.
  • How do I create a newsletter for free?

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    Many email marketing platforms offer free tiers, especially for smaller email lists, including PushOwl, with which you can create 9000 email newsletters per month for free. You can use drag-and-drop builders, pre-designed templates, and even AI-assisted tools.
  • How do I create high-performing newsletters?

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    High-performing newsletters often have:
    The key is to be consistent and prioritize value and readability across your newsletters, regardless of the channel you share them through.
  • How is data segmentation different from psychographic segmentation?

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    Demographic segmentation groups people by quantifiable traits such as age, gender, location, and income. Psychographic segmentation looks at behaviors, interests, lifestyles, and motivations.
  • How do I do demographic segmentation?

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    Start by collecting the basics: age, gender, location, income, and education level. Then layer in shopping behavior, preferences, and interactions on your Shopify store. Tools like PushOwl and Brevo make it easier to capture and organize this data.
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    Knowing your audience’s demographics lets you send the right offer to the right person, at the right time. From age-specific product recommendations to region-based promotions, demographic segmentation ensures your emails and ads actually convert.
  • How do I protect personal information?

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    Follow GDPR, CCPA, and other privacy laws: collect consent, store data securely, and let subscribers update or delete their info. Transparency builds trust and retention.
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