Guidelines to determine mailing frequency, and six steps to controlling your list.
Whenever I speak on email marketing, there’s always at least one question about frequency. People want to know how often they should mail to their house lists. Simple enough.
Often, there’s another issue they’re trying to solve: control of the house list. You know what I’m talking about: everyone in the organization wants to use the email list to get her own message out, without considering how much email list members are receiving.
Here are some quick tips to determine the right email frequency for your organization, and to create a situation whereby you control the list and protect recipients from being bombarded.
There’s no quick answer to the frequency question. It depends on the goals for your email and the type of content you send. Some rough guidelines:
Controlling Your List
If you work in a large corporation or association, you may notice every internal group wants to send to the entire email list all the time. These folks mean well. But they often don’t consider the big picture.
For any organization, a house list is an asset. As such, you want to protect it for use over the long term. Using frequency as a way to maintain control isn’t bad, but why not address the control issue right up front?
Here’s an exercise I use with clients to protect their lists:
I hope these tips help you to better control your list and maintain one of your organization’s most valuable assets.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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Jeanne Jennings is a 20 year veteran of the online/email marketing industry, having started her career with CompuServe in the late 1980s. As Vice President of Global Strategic Services for Alchemy Worx, Jennings helps organizations become more effective and more profitable online. Previously Jennings ran her own email marketing consultancy with a focus on strategy; clients included AARP, Hasbro, Scholastic, Verizon and Weight Watchers International. Want to learn more? Check out her blog.
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