3 MINUTES BULLSHIT WITH GEORGE #23: Optimal Message Frequency in CRM with Nina Pollex

Episode #23 of 3 MINUTES BULLSHIT WITH GEORGE featured Nina Pollex, Senior Director of CRM & Lifecycle Marketing at Paramount. We discussed the optimal amount of CRM messages for the app users.

You can listen to the full episode here:

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Nina Pollex, Senior Director of CRM & Lifecycle Marketing at Paramount. Paramount is one of the world's leading producers of premium entertainment content that connects billions of people in nearly every country in the world.

Nina shares his experience as a Mobile Growth Expert about the Optimal Message Frequency in CRM.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Nina and her agency here:

Timestamps:

00:00 Dance

00:15 Nina’s Introduction

00:34 Optimal Message Frequency in CRM

02:27 Bloopers

Transcript & Key takeaways from the episode:

The tolerance for message frequency is usually much higher than we think.
You shall always test: you can take a month or quarter, split your audience in half and send to one half a much higher frequency of messages vs. you send the other half. And then observe which audience has the highest KPI’s you are targeting (revenue, engagement, etc…)
The more messages you send, the impact of each individual messages will be lower. However, as long as your messaging is relevant to the target audience, it’s something that they would like to receive, maybe, not every day, you shall try to increase message frequency and go for it if you can handle that.
So solution might be to increase the message frequency, test and try, and analyze the impact.

George: I have one question to you regarding CRM and re-engagement. What are the optimal number of messages that you can send to your customers?

Nina: Yeah, so the answer to that is always a little bit more than you think. That's what I've come to learn doing this for a few years. The tolerance for message frequency is usually much higher than we would think from a common sense understanding. So you can, I would always recommend is to test. You can take a month or quarter, split your audience in half and send to one half a much higher frequency of messages, then you send the other half. And then, at the end of the time frame just look at the bottom line, which audience has the highest revenue, engagement, whatever you are targeting. And, of course, the more messages you send, the lower the impact of each individual messages is likely going to be. But in my experience, the bottom line is always going to be higher with the higher frequency. As long as your messaging is relevant to the target audience, is it something that they would like to receive, maybe, not every day. And then if you send every day and they will delete it, and they will look at it when they have time for that and want to engage with your content.

And in my experience that can happen much more frequently than we would usually think afraid of being spammers, but I would just, I would just encourage you to increase frequency and go for it if you can handle that manually like to work automate.

George: Cool. So solution would be just increase the frequency and test and try like what will be the impact. And try, try and try, correct?

Nina: Yeah.

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