Tuesday, April 19, 2005

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.

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