One of the most confusing parts about sending a marketing campaign is to figure out how long it should run and how many times you should reach out.
Every campaign needs to strike the right balance between being persistent and not being annoying!
So, what are the magic numbers? The answer... "it depends." Where is the customer in the sales funnel? How badly does the customer need the service or product? How simple is the sales cycle? Once you can answer these questions, you should have a pretty good idea of how many touches and how far apart they should be.
We break down how long most people run these types of campaigns for.
Holidays - Send 1-2 weeks leading up to the holiday and a follow-up touch 1-2 weeks after.
Birthday - Make it a birthday month (or horoscope season)! No need to pressure yourself to send it on the actual day!
Customer Anniversaries - Send 2-3 weeks leading up to the anniversary with a follow-up touch 2-3 weeks after.
Promotions or offers - Send all year round. 2-4 touches spread out over the course of 30-60 days, depending on the offering.
Hyper-targeted marketing - Send all year round. 2-4 touches spread out over the course of 1-3 weeks, depending on the offering.
I Have Buyers - Send all year long. 2-3 touches per campaign.
Just Sold - Send for up to 3 months. 2-3 touches per campaign.
Lead Recycle Campaigns (all) - Send all year long. 2-10 touches per campaign up to 90 days apart.
Introduction - Send all year long. 2-3 touches per campaign spaced 7+ days apart.
Coming Soon - Send up to 1 month before the listing and then switch to Just Listed. 2-3 touches per campaign 7+ days apart.
The Rule of 7
Keep in mind the Rule of 7! The Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service, so be patient and don't give up!