by Mike Schultz
“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.””
– Most companies market to get the customer but forget to continue marketing when they’ve gotten the customer. This can be a fatal mistake since it is easier (and cheaper) to keep existing customers then to get new ones. Usually an existing customer has much more to offer you. They may not know about some of the services that you offer or may think that you are priced out of their range. This is why you market to your existing customers. -ed.