Rules of Thumb – Right Email Frequency

G. Simms Jenkins, BrightWave, provides a couple suggestions when contemplating how often you send email to your customers.

• Establishing a maximum frequency is a must.
• Also consider minimum standards as well – mail at least on a quarterly basis.
• Never more that once within 72 hours – except breaking news or other timely content.
• Adjust frequencies for different customers based on list segmentation.
• Campaigns should be adapted based on the response… use your metrics.
• Plan, test, adapt, analyze and refine.

eINFO – a collection of articles and studies about email marketing.