I get asked this question regularly…I believe this is the wrong question.
The question that really needs to be answered is, “How valuable are you to your customers?“
If you aren’t that valuable, it doesn’t matter how often or frequent you communicate, they really don’t want to hear from you. Even e-mailing them even once a month with your newsletter can be annoying and a waste of their time.
If you have tremendous value you could e-mail them multiple times per week and not be annoying because they value your communications. They find them helpful to what it is they are interested in and it becomes something they rely on…on a frequent and regular basis.
To find out, the answer will come from your customers actions. They will either ask you to send them more information more frequently or they will tell you to stop bombarding them with your communications…which translates to you aren’t very valuable.
Which are you?
Start by asking your customers what they enjoy about what you send them. This isn’t a survey…it’s listening to them in person and on your social channels.
If you get a blank stare, you have your answer. Time to spend more time better understanding your customers. Invest the time you would spend sending them useless stuff and find out what would change their business and/or their life. Then write about that…share things about that…interact with them about that.
If they give you specifics, you are on the right track. Dig deeper…get details and more secret information that can help you write even more specifically to them. Find out what would really light them up if they were to be able to learn more or get more insights into these areas.
Now you have the answer to the “RIGHT QUESTION”…what is most valuable to them and will help them the most. Now frequency isn’t an issue…they can’t wait to get it. And when they can’t wait to get it, they can’t wait to share it either. This is “trusted word-of-mouth”…the most valuable asset you own!
