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| What’s the right frequency for e-mail? | ||
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Frequency and relevance go hand in hand. Only talk to individuals in your audience when you have something to say. The idea that "it's Thursday and I've got to blast my e-mail' is seriously outdated.
Marketers have few opportunities to engage their customers and prospects. You can't afford to waste that touch, so don't. If you don't have something to say, don't say it.
So what happens if you e-mail a lot, but with no relevancy? In the long run, your audience will ignore you. Because your audience pays no attention to irrelevant e-mail, they miss the ones that might actually have some value. The result is that you both miss out on an opportunity.
Conclusion – Manage frequency like any relationship.
Only talk to individuals in your audience when you really have something to say.
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| October 6th | ||
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