Truth 23. Establishing the right email frequency

One of the questions I'm asked the most is, “How often should we send email messages to our list?” Quite simply, there is no simple and catch-all answer to that seemingly easy, yet complicated (and loaded) question. However, there are several rules of thumb to help you make an educated decision regarding the optimal frequency mix for your email marketing deployment calendar.

Not too much and not too little

“Well, no kidding,” you may think. While establishing maximum frequency guidelines is a must (such as never more than two emails per month, per user), you should also consider minimum standards. Whether your list contains 500 or 500,000 people, you should be mailing to it on a monthly basis ...

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