BUSINESS
Picking the right mailing frequency
21-09-2009
by denise cox
denise cox argues that effective mailings need to be correctly timed.
Typical newsletter mailing cycles are daily, weekly, bi-weekly, monthly and quarterly - the most popular cycle being monthly. Wherever possible, select a frequency that matches the life cycles of your products and/or services to the subscriber’s location in the prospect or customer cycle.
A rough guide: the longer the sales cycle, the less frequent your mailings; the more time-sensitive the content, the more frequent the mailings.
Within a company’s mailing cycles there are generally times where it is appropriate to email more frequently. Typical examples would be around top selling times for the products or services, renewal dates, seasonal activities or holidays.
Many companies send flyers in-between newsletters. These flyers are most effective when the content and offers inside are unique to the subscriber, and reflect previous behaviour or interest levels (e.g. purchases, downloads, clicks, etc.).
[source: denise cox, Newsweaver.ie]
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