How Often to Send your Nurture Message

For this blog, I am going to focus on email marketing, since with direct marketing, few businesses have the budget to send out multiple messages in a week or in a month. Email marketing is low cost and lends itself to frequent emails.

How often is too often?
First, know your audience. Are they the type that are okay with multiple messages? If your audience is aged thirty or below, they might not be as aggravated as the over fifty crowd with weekly emails.

Second, examine your message. What are you sending out – discounts, general information or information that is time sensitive? Send general and industry information out, as a reminder of what you have to offer, every few months. . Send time sensitive information more frequently and in a timely fashion so that it can be utilized properly.

Third, what is your industry? An industry with frequent changes that could impact a customer’s life lends itself to frequent updates. For example, a business that is about Social Media, could send weekly updates on important tools and links because things change so frequently in that industry. The same is true for other industries such as a mortgage or a finance industry.

Watch your email marketing reports. If you are sending out weekly messages and notice a high number of opt-outs, you may be sending emails too frequently. A low open rate can also point to adding mailings. An easy way to decide how often to nurture, is to ask. A simple poll on your Social Media site asking how often they would like to receive messages is a simple and easy way to discover what your audience wants.