How to calculate the right delivery frequency for your business

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It is important to actually send out step emails, measure their effectiveness, and then adjust the delivery frequency to suit your company.

For example, if a customer downloads materials from a service site, it would be a good idea to send them step emails in the following order:

Same day: Thank you email for requesting information and introduction of our company's services
3-5 days later: Case studies from existing customers
6 to 8 days later: Campaign information mail marketing to doctors distribution
9-11 days later: Introduction of white papers and columns


Key points for successful step emails
Simply sending multiple emails will not fully utilize the effectiveness of step emails. Here are some points to make step emails successful.



Tip 1: Be clear about your purpose
Before sending step emails, it is important to first clarify the purpose. If the purpose is clear, such as "promoting purchases" or "continuing the service," you can decide the content, order, and delivery timing according to that purpose.

For example, if the goal is to "promote purchases," it would be effective to deliver content that conveys the appeal of the product or service in the first step, and then aims to promote the purchase in the second step.