Published in the April 20th issue of Marketing Pros (http://www.marketingprofs.com/), Ardath Albee was recently cited in "Three Tips to Getting Email Frequency Right" offering the following advice:
Accept that the length of the buy cycle is the length of the buy cycle. "If it's 8 months, trying to increase the frequency to complete the program in 3 months isn't going to change that," she argues. "Buyers will move at their own pace." Attempts to speed things up with additional email messages will likely annoy your leads and cause campaign fatigue.OK - non of this is truly groundbreaking or "HOLD THE PRESSES" important. BUT...do we actually implement them? These are good rules to e-live by.
Plan with a realistic view of your content-producing capabilities. It takes time to research, write, vet, approve and publish high-quality content. "Map your processes to a timeline so that you can meet the frequency schedule you choose to follow," Albee advises. "Better to space it out and do it well than to rush to publish based on an artificial schedule you cannot maintain over the long haul."
Coordinate the timing of email campaigns with each of your company's departments. "Unless you can isolate your targeted lead list," she says, "you need to look at the entire universe of email that they could be exposed to from your company and plan accordingly." You might think you're giving leads plenty of space, but they'll feel bombarded if they're also getting product announcements, corporate newsletters and webinar invitations from others in your organization.
The Po!nt: Take the time to clearly map things out. There's no simple formula for correct frequency, and yours depends on a host of variables—internal and external.