Get 'Em to Tune In, Not Drop Out
November 4, 2003 at 09:11 PM
Eureka!
Sorry, I just had to let that out. After reading this article I couldn't help but shake my fist at the sky. Yes, exactly!
Remember my comments of a few days ago - about treating your email list right? Well this author nails it right on the head. She uses the analogy of her friend that goes into a coffee shop only to recieve a little too much service.
With respect to your email list, she includes some research to backup findings about what kind of frequency people can stand.
Daily
news
weather
Weekly
special offers from retailers, online merchants and catalogers
Monthly
account statements
bill payment communications
And this note to remember as you head into the holiday season:
The temptation to increase frequency -- especially if e-mail marketing is working well -- may be irresistible as the holiday season approaches. Resist the impulse. Remember, people are going to be busier than ever over the next couple of months. Respect their time. Train them to tune in, not drop out.
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