A previous article of mine sparked a healthy debate in the comments section (and my inbox!) about the appropriate amount of times a company can email its customers before those customers get annoyed. In the article, I discuss an entrepreneur building a soap company who was struggling to get repeat buyers because she wasn’t re-engaging her customers. I encouraged the entrepreneur to be emailing her customers every week. The responses ranged from a minority of people who agreed that constant re-engagement was key:
“If you’re not annoying your customers on a weekly basis, are you really even in business” —
… to a majority of people who were appalled I’d dare suggest an entrepreneur email customers every week:
”Any company that emailed me once a week would get blocked. Sorry, not sorry.” —
Interestingly, most of the people who argued against emailing once a week were particularly upset that a soap company might dare email its customers once per week. Apparently, soap isn’t important enough to merit weekly emails, but I guess that means other companies should be allowed.