Direct Marketing Frequence

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Direct Marketing Frequence
Annie Pelletier, Marketing Analyst, Canada

We are currently trying to get the right frequence of communication to our customers. Is it 4-5 times a year or less. We are in a testing stage right now but I would like to have your comments on this situation. Thanks

The Frequence of Direct Marketing
Felix C. Poudeu, Management Consultant, Germany
Dear Mrs. Pelletier, thanks for your question. The frequence of DM is always depending of your communication and content management strategy as well as the level of complexity your product. Very important is to avoid a reactance situation and to integrate the communication medium in the effective and efficient way.
For example if you integrate two to three direct marketing instruments, the frequence of communication will be between 8 - 12 times in year.
What I would like to say is that there is a high correlation between the number of direct marketing instruments and the frequency of communication to your target market.
Please feel free to contact me if your need more explanation.

The Frequency of Direct Marketing
Ahmad dawoud, Manager, Jordan
I believe you're taking the right steps by evaluating and studying how often you need direct marketing. I'd like to add that the right frequency is dependent also on the type of direct marketing message.

Frequency of DM Messages
John Cowper, Business Consultant, Australia
Annie, whilst I agree with both Felix and Ahmad in relation to the content of the messages sent to the target group, don't forget that the customer / prospective customer needs a voice in this as well.
Building an ongoing relationship with your customers means that you seek and then listen to their opinions. Thus a great many direct marketers are now asking their customers about their preferred frequency of contact - with positive results - particularly in charity appeals and fund raising campaigns.
Once the adage that 'the more frequency the better' held true, but sophisticated customers have proved that wrong time and time again.

Frequency of Direct Marketing Messages
SANDIP DAS, Manager, India
This is a good opportunity to do some tests and learn.
Check to see at what frequency the reponse falls off. That would be the optimum frequency.
You need to keep in mind that your customers may be receiving a lot of communications from other sources as well.


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