Many companies build up huge databases over the years and have hundreds if not thousands of email addresses and contact names which have opted in to receive information from the company. Unfortunately, not all companies use this data wisely and many simply send out an email a few times a year. In order to keep your audience engaged, you need to get the balance right and contact them enough to keep you in the forefront of their mind but not too much that your emails start to get annoying and cause them to unsubscribe. Many companies will allow a recipient to choose how often they are contacted such as weekly or monthly. This way, you give the control back to the customer yet still retain their data.

Sending out newsletters and special offers are a good way to interact with your customer database. It may be that you have a product launch coming up or that have a sale weekend approaching. Sending a quick email to your database may attract a large number of enquiries and even sales at very little cost.