Frequency and Follow On

How often should we communicate? It's a question we hear all the time from clients who use email.

The answer, as a general principle, is simple - as often as you feel it will be of benefit to you and your audience, but what does that really mean?

Communication leads to relationship development, turns interested parties into stakeholders and builds and manages customer relationships.

But of course, it is not that easy, and there are no general standards - each email communicator must assess the unique circumstances in which they are operating and adjudge an initial optimum frequency.

Regularity is important; that does not mean there is no room for additional, ad hoc emails, but if you promise your audience a regular communication, they know what to expect, and they will expect your email. The frequency of that regularity should be based on the value of the information you are transferring; low / zero value information will lead to fall-off in readership rates, higher unsubscribes and very low responses to any calls to action.

If your emails are more direct marketing based - special offers etc - then frequency needs to be based on the value of those offers. Measurement and analysis of initial send-outs will provide you with the clues you need to see if your audience want more or less from you.

Frequency of communication is a critical factor for audience engagement and retention - if you are not heard, you will slip off the radar, and if you talk too much, many people will only listen to some of what you say.

Monitoring and evaluating statistical reports is the best way to assess audience response. Do not overlook the importance of this.