It’s a constant balancing act for Australian SMEs: staying front-of-mind without becoming a nuisance. Getting the communication frequency right is absolutely critical for customer retention. Too little contact and you risk being forgotten; too much and you’ll drive people away. We’ve seen countless businesses struggle with this, and the answer isn’t a one-size-fits-all number. It’s about understanding customer lifetime value and tailoring your approach.

The key is to move beyond simply ‘broadcasting’ and towards a more nuanced, segmented strategy. Consider these insights:

• Lifecycle Stage Matters: A new customer needs a different level of attention than a loyal, repeat purchaser. New customers benefit from a welcome series – perhaps 3-5 emails over the first couple of weeks – explaining your value proposition and how to get the most from your product or service. Existing customers might only need monthly updates or promotional offers.
• Channel Preference is Crucial: Not everyone wants to hear from you via email. Some prefer SMS, others social media, and some might even appreciate a phone call (for higher-value customers). Analyse your data to see where your customers are most responsive. We’re seeing a growing preference for concise, valuable content delivered via channels like WhatsApp.
• Content Quality Trumps Quantity: A single, highly relevant email offering a genuine benefit is far more effective than five generic newsletters. Focus on providing value – exclusive offers, helpful tips, early access to new products – rather than just ‘filling space’ in their inbox.
• Behavioural Triggers are Powerful: Don’t just communicate on a schedule. Use behavioural triggers. For example, if a customer abandons a shopping cart, send an automated email reminding them. If they haven’t made a purchase in six months, offer a special incentive to re-engage.

We often advise clients to start with a conservative approach and then test. A/B testing different frequencies and content types is essential. Tools like customer relationship management (CRM) systems and marketing automation platforms make this much easier. Remember, the goal isn’t just to send more communications, it’s to build stronger, more profitable relationships. Looking ahead, in 2026 and beyond, personalisation will only become more important, demanding even greater sophistication in how we manage communication frequency.

To improve your customer retention, start by auditing your current communication strategy. Identify your key customer segments and map out a tailored communication plan for each. This focused approach will deliver better results and keep your customers engaged, not annoyed.