How often should an auction company send emails to its bidders?

There is no single right number, but most auction companies do well sending a notice when a new sale opens and a reminder shortly before it closes or starts. If you run a sale every week, that may mean one or two emails a week. If you hold a few sales a year, a monthly newsletter in between keeps your name in front of people.

Watch your own results rather than following a rule. If unsubscribes climb after you increase frequency, pull back. If open rates stay steady and bidding improves, your audience is comfortable with the pace.

Make every email worth opening. Lead with your strongest photos and a clear subject line naming the sale, the dates, and a few standout items. A reader should be able to tell in a few seconds whether this sale has something for them and how to bid.