Ardath Albee often gets questions about appropriate email frequency for B2B nurturing programs. How much is too much? How little is too little?

"And, yep, wait for it—the answer is—it depends," she writes at the Marketing Interactions blog.

So to help a range of B2B marketers find the right frequency for their email programs, Albee offers advice like this:

Accept that the length of the buy cycle is the length of the buy cycle. "If it's 8 months, trying to increase the frequency to complete the program in 3 months isn't going to change that," she argues. "Buyers will move at their own pace." Attempts to speed things up with additional email messages will likely annoy your leads and cause campaign fatigue.

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