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How frequent should emails be to build a brand?

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Subject:  How frequent should emails be to build a brand? Dave Chaffey
Author:   dchaffey:   view profile | all posts by this author | add to favourites
Date:   09:30:30 9 January 2004
 
Interesting discussion.

It critically depends on the product. For an e-tailer, more than once a month seems to work from the examples in other postings, but for B2B or B2C infrequent, higher value purchase, monthly or quarterly is more typical and should be sufficient to keep you at front-of-mind.

Why not:
- Offer Choice to cater for different audiences, different levels of interaction with brand?
- Ask existing subscribers - why second guess it through Unsubs and Opens?

The B2B side of brands like Intel and IBM offer bi-weekly, monthly or quarterly choices with the more frequent communications targeted at end users and the less frequent at more senior staff interested in strategic initiatives.

Of course you need the resources to allow for that - bi-monthly seems like a good compromise in your case.

For a recent article I have written "20 decisions to devise or refine an e-newsletter" see:
http://www.wnim.com/archive/issue2203/emarketing.htm
http://www.wnim.com/archive/issue2303/emarketing.htm

Dave Chaffey
============
Specialist e-marketing trainer, consultant and author
Web: www.marketing-insights.co.uk
eResources and Books: www.marketing-online.co.uk
 
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  • How frequent should emails be to build a brand?, L Fisher, 17 Dec 15:50
    Hello We have a client how currently sends an email newsletter to all registered users once a month. The aim of the newsletter is to continue building brand awareness and to ...
    • How frequent should emails be to build a brand?, Alex Chudnovsky, 17 Dec 16:42
      Based on results from 1,200 email campaigns that we run for Jungle.com (and some for Argos) in 2000-2003 I have come to conclusion that ideal frequency for us (B2C IT e-tailer) was ...
      • How frequent should emails be to build a brand?, msastry, 6 Jan 15:23
        Agree largely with the post above A proviso might be the nature of your content and the liklihood that your customers/subscribers are going to want to interact with it. Just ...
    • How frequent should emails be to build a brand?, Obi Felten, 7 Jan 15:35
      Less than once a month sounds too infrequent to me, this is likely to lower open rates as people forget about you. The 'ideal' frequency depends on how often content refreshes/i ...
    • How frequent should emails be to build a brand?, NDH, 8 Jan 10:09
      Lucy. You mention the aim of the emails is to build brand awareness and promote core products and services, These are quite seperate objectives that may not be best met simply by ...
    • How frequent should emails be to build a brand?, dchaffey, 9 Jan 09:30
      Interesting discussion. It critically depends on the product. For an e-tailer, more than once a month seems to work from the examples in other postings, but for B2B or B2C infre ...
      • How frequent should emails be to build a brand?, Alex Chudnovsky, 9 Jan 09:54
        > - Ask existing subscribers - why second guess it through Unsubs > and Opens? I would not call it "second guess" - more like scientific technique to maximise ROI. Same techni ...
        • How frequent should emails be to build a brand?, dchaffey, 9 Jan 10:14
          Perhaps second guess is overstating it Alex, but I say this since it bugs me that relatively few companies ask customers what they think about their e-newsletters - it is all too e ...
          • How frequent should emails be to build a brand?, Alex Chudnovsky, 9 Jan 10:23
            >So we're both right!? Indeed we are - it is however difficult to explain that to some people who may think that allowing customers to choose frequency of contact would result i ...
            • How frequent should emails be to build a brand?, Obi Felten, 9 Jan 12:00
              Not sure if asking customers about frequency is the right thing to do for an ecommerce site - if customers are still responding to emails, it's probably OK to contact them at that ...
              • How frequent should emails be to build a brand?, dchaffey, 9 Jan 12:33
                I agree for an e-commerce site it is best not to ask frequency - but didn't the original poster ask about branding site? I think for branding sites there should be a choice of freq ...
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