The extrusion of a yield stress fluid from the space between two parallel plates is investigated experimentally. Oscillating the magnitude of the squeezing force about a mean value (F=f[1+αcos(ωt)]) was observed to significantly enhance the flow rate of yield stress fluids, while having no effect on the flow rate of Newtonian fluids. This is a novel result. The enhancement depends on the magnitude of the force, the oscillatory frequency and amplitude, the fluid being squeezed, and the thickness of the fluid layer. Non-dimensional results for the various flow quantities have been presented by using the flow predicted for the constant-force squeezing of a Herschel–Bulkley yield stress fluid as the reference. In the limit of constant-force squeezing, the present experimental results compare very well with those of our earlier theoretical model for this situation (Zwick, Ayyaswamy & Cohen 1996). The results presented in this paper have significance, among many applications, for injection moulding, in the adhesive bonding of microelectronic chips, and in surgical procedures employed in health care.