And before you go back to check how often I’m writing this free newsletter advice series, I know its frequency is fairly erratic. Other things are allowed to get in the way. I might have been at choir practice (another story, of which there will be more later), baking a cake, or doing client work. I might have been writing a restaurant review or preparing a teaching session.

The point is, I didn’t make a commitment about how often these blogs on my favourite aspect of marketing communications would appear. So I just tap one out when the muse calls me.

But if I had made a commitment, if I had said that new blogs would appear daily, or weekly, or when the moon is in the seventh house and Jupiter aligns with Mars, that’s exactly when it would happen. Because it’s important to keep the communications promise.

So whether yours is an internal or a customer newsletter, there’s a lot to discuss if you’re going to get the frequency right. There’s a balance to be struck between how much you have to say and how much people want to know, between what’s desirable and what’s affordable. And just because e-marketing lets you reach customers cheaply, that doesn’t mean you should be contacting them all the time. Less can be so much more if you get it right.

You know how it feels when someone you like and admire waves at you from across a crowded room? That’s the feeling you want your communication to create.


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