- 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.