What is the right frequency to message to your audience? Too much and you become a pest. Too little and you become a distant memory.

Here's a novel thought: ask them.

Smart marketers are making their "Unsubscribe" links work hard for them. For instance, here's the message I encountered when attempting to remove myself from the list of an e-tailer who was becoming a stalker:















Very smart. Smarter still would be to gather this key fact at the first touchpoint, along with email addresses. That way you never become a nuisance in the first place.

I'm guessing the reason so many marketers don't do this is that the "permission" they get to email comes via a tiny pre-checked box that many customers don't even notice -- or bother to uncheck -- when registering or purchasing from a site. While this might seem a good way to build your list quickly, it's also a way to alienate prospects quickly. Especially Moms. The very best way to endear yourself to a mom is to not waste her time. Find out what she needs, and how she wants it delivered, and then follow her directions to the letter.

Labels: Email frequency, Email marketing to moms, Unsubscribe

Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.