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."

While 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 an issue of Harvard Business Review. This article analyzed, through fairly complex mathematical methods, the marketing spending of, among others, a major business-to-business service firm.

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