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Q:

Optimal Frequency of Emails to Customers

Asked on 2 July

We are sending customized emails to our customers (we sell annual subscriptions to our services) and tend to send more emails in the beginning of the relationship. However after month 3, when our communications taper we also see usage decrease. Do any of you have similar experiences and is it reasonable to expect that continued communications could encourage engagement and usage?

On the same vein what is the rule of thumb you use for number of emails sent to a customer – where do you draw the line between too much and too little communication and how does that map back to the member / customer lifecycle?"

- Director of Corporate Marketing, B2C Services

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