Thank you for the great and quick responses!
This is a one to many situation, so Low Touch Success. We are currently tracking email open rates, click rates, reply rates, etc... and are setting up a test to see how 2 vs 3 follow ups affects those metrics.
Great points about continually providing value with those follow ups @David Ellin and @Will Stevenson. That makes a lot of sense about getting away with more than 2 - 3 outreaches if it is key info and each follow up brings additional value. For instance, a new value added stat as why someone should join an onboarding sessions with each additional follow up so each email brings new info.That also reminds me to keep in mind where they are in the customer journey in regards to other outreach the customer might be receiving from say marketing or if there are planned outreaches from the CSM for other initiatives. Might not make sense to follow up on email 1 if you know you are sending email 2 the following week on a different topic.
As for Will's other point, we are slowly learning what our customers respond to most. We put together our Low Touch Success team around 6 months ago so are still learning what gets our users to engage most with our Low Touch CSMs (i.e. live calls, training videos, help center articles, certain email formats, etc...). This is good to keep in mind though so we continually keep trying and testing different engagement perspectives.
I would echo @David Ellin - I would say it's less about the frequency and more about the content of the follow ups. If you're reaching out providing key information to the customer, you can probably get away with far more than 2-3 outreaches. I would actually say if you're truly providing value in these outreaches to continue past 2-3 in hopes that you address a problem they are facing and catch their attention.
If your subject or the body of your message includes "Just following up on...", I would scrap those all together. Positioning is key here. For example, rather than "I'm just following up to see if you could update your profile", try positioning it as "Our customers that have updated profiles see 50% more engagement from their audience."
One other key is to figure out how your customers work best. Do they work best with directions bulleted out in emails or do they get more done on dedicated calls. It's really hard to have dedicated calls for everything, but if you find customers are responding to "Let's hop on a 15 minute call and knock this out", you might think about making it easier for customers to schedule calls with you or hold group office hours.
Thanks and hope this helps!