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The Constant Contact Guide to Email Marketing by Eric Groves

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Email Frequency and Length: Do I Have Time?

The final question your recipients ask prior to diving into your communications is whether they have time to read what you have to say. Have you ever had a relationship with someone who would just not stop talking? It’s exhausting. Relationships need time to develop, and each positive interaction provides an opportunity for the person at the other end of the relationship to respond. Overcommunicating via email can have a negative impact on the trust you build with your customers. So, if you set their expectations to be hearing from you on a monthly basis, stick to it. If you don’t, your recipients will eventually lose interest, ignore your communications, and eventually unsubscribe.
The best reputation you can have is for delivering interesting and engaging content that can be read in less than 1 minute. If you are known to ramble on or provide way too much content, then your readers will tend to read your content less often or tell themselves that they will get back to it at a later date. When it comes to email, people rarely come back to something unless the value they receive is significant.
Absence does not make the heart grow fonder when it comes to email marketing. You need to maintain contact with your recipients at least quarterly in order for your relationship to continue to grow. If you fall short of delivering at least quarterly, your recipients will start to forget that they gave you permission to contact them. We like ...

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