Answer: More often than you think.

Question: How often should I send marketing messages to my current and recent clients?

In How to Market Training and Information, Don Shrello wrote:

Regardless of how often you contact your clients and prospects (those who have already…purchased something from you) you're probably not contacting them enough.

When I was mailing to my own customers four times a year I thought I would "wear out my welcome." Years later when I was mailing to my client list every 5 days (yes, that's right, over 70 times a year!) I was surprised to learn that each mailing was still profitable.

Although I read these words years ago, I was reminded of them recently while reading the article "Getting the Most out of All Your Customers" in the Harvard Business Review. It analyzed, using fairly complex mathematical methods, the marketing spending of, among others, a major business-to-business service firm.

One major question the authors asked was, "How much of a firm's marketing dollars should be spent on new client acquisition versus how much should be allocated to current client retention?"

While they had no silver-bullet answer, they did imply that it should be a significant portion of the marketing budget.

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ABOUT THE AUTHOR
image of Mike Schultz

Mike Schultz is president of RAIN Group, a global sales training and performance improvement company, and director of the RAIN Group Center for Sales Research. He is the bestselling author of Rainmaking Conversations and Insight Selling. He also writes for the RAIN Selling Blog.

LinkedIn: Mike Schultz

Twitter: @mike_schultz