Yes, we need to stay in touch with the people on our lists.
- Past clients need to hear from us often enough to think of us when they need our services again.
- Future clients (prospects) need to be reminded that we’re here, ready to help them.
But how often is often enough, and how often is too often?
That all depends upon what we’re sharing. I mail a weekly newsletter, then if there’s something special or different, such as a new prospecting letter set, I might send a second message within the week.
Bob Bly sends his messages daily. Some are advertising and most are informational. I read every one because I just might learn something. Every now and then I order something.
Your past clients might need to hear from you weekly, monthly, or even quarterly.
That’s for you to judge, but I’d for sure not go more than 3 months without making contact.
Current prospects might need to hear from you weekly – or more often if their need is urgent. (I’m thinking of people who need to sell quickly for one reason or another.)
So what is too much?
My opinion: if you send pure advertising copy every day, or (worse) more than once a day, that's too much.
I just unsubscribed from seed company messages…
...because I was tired of deleting them twice daily.
I ordered garden seeds from this company last year. The seeds grew well – the only problem being that a packet of carrot seeds advertised and labeled 1,500 seeds only contained 150. I called and they said the seeds were out of stock but they’d send a voucher so I could order a different variety. That voucher arrived about 2 months later. A bit too late to order seeds for last year.
Now, since a few days after Christmas, they’ve sent promotions daily. The offers vary, and I know I’d have been upset had I ordered on the day seeds were 25% off, only to open the next day’s mail to see they were 40% off!
I think they should have spaced those promotions a bit farther apart.
In the last week they’ve become more insistent – sending an ad at least twice daily.
I might use that voucher to order this year, or now maybe not. The “too much” part of their advertising has me not wanting to see or hear their name again, ever.
Mail to past clients and prospects often enough that they'll rememer you - but not so often that you become an annoyance!
email Image courtesy of fantasista at FreeDigitalPhotos.net
carrots Image courtesy of KEKO64 at FreeDigitalPhotos.net