Communication frequency ideal point
Post-purchase contact helps up to an ideal volume, then triggers pushback and lower repurchase.
Two of the eight page areas.
It also applies sitewide, on every page. See everything at work on Post-purchase pages
Three ways to use it, and two to avoid.
- Cap total email, SMS and phone contact per customer across channels, not per channel.
- Judge frequency by repeat purchase and long-term profit, not opens.
- Let customers choose channel and frequency, as matching their preference softened the drop.
- Avoid: marketing emails or texts sent without consent or the soft opt-in for existing customers, which PECR requires.
- Avoid: persistent and unwanted solicitations, a banned practice under the DMCC Act 2024 (Schedule 20).
Repurchase rose then fell as contact grew. Too many or too few emails cut profit.
Four or ten emails, against an optimal seven, were estimated to cut lifetime profit per customer by 32% or 16%.
Godfrey and colleagues found car-dealership service customers' repurchase rose then fell as contact grew, turning at about four emails or three calls in three months and sooner when channels were combined. For a US home improvement retailer, Zhang and colleagues' model estimated that four or ten emails, against an optimal seven, would cut lifetime profit per customer by 32% or 16%.
Two sources, each checked.
Last reviewed
Under PECR, marketing emails and texts need consent or the soft opt-in for existing customers, with an opt-out offered when details are collected and in every message. Persistent and unwanted solicitations are a banned practice under the DMCC Act 2024 (Schedule 20).
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.