More on frequency: throw off your chains
Latest posts | Feed | By Mark Brownlow on June 25, 2007
The frequency of your emails is not just about how many you send out, but at what intervals.To some extent we're still struggling to throw off the chains imposed by growing up with print media models. Daily newspapers, weeklies, monthly magazines.
The "regular publication" works well for those thoughtful, content-rich email newsletters seeking to build long-term relationships. But as email marketing evolves, there is a growing realization that frequency needs to be flexible.
We see it at a banal level when we increase promotional messages before and during holiday shopping periods.
That intrinsic recognition that the timing of a series of emails needs to match the habits of the recipient could bring more benefits if applied more widely.
That's the message I'm getting from Jeanniey Mullen's new article at ClickZ. She has a range of thoughts on integrating email with the product marketing lifecycle.
I don't pretend to understand all of the more sophisticated approaches to email marketing. (Not sure if one is supposed to make such an admission.) But it's exciting to see that even as many still struggle with the basics, the cutting edge continues to move forward.
More on frequency | Tags: email marketing, email frequency, product marketing lifecycle
[This post brought to you by Campaigner Email Marketing]
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