Frequency of DM Messages
John Cowper, Business Consultant, Australia, Member
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.