B2B

Is Frequency a Pay-off or Piss-off Strategy?

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By Carolyn Goodman

We’ve all heard about contact frequency strategies: Send (often) the same communications to your target audience repeatedly over a period of time.

The rule of thumb is that you’ll get half of the response rate you got from the prior mailing. So if you got 1 percent the first drop, you’ll get 0.5 percent the second, 0.25 percent the third and so on.

But if you continue to bombard your target over and over and over and over, does it really pay-off? Or does it just piss off your audience?

Earlier this year, I started noticing that Comcast was sending me a lot of direct mail solicitations.

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Headshot of Carolyn Goodman

Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

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