One of the biggest concerns for marketers and business owners using a LINE Official Account is: “How often should we send broadcasts so that customers don’t block us?” If you send every day, you’re worried about annoying them. If you send too rarely, you’re afraid they’ll forget your brand.
In truth, the best answer may not be to find the “perfect frequency number”, but rather to shift your question from “how often?” to “how can I deliver to each customer segment at just the right time?”
The key is to stop using a “one-size-fits-all” strategy and start using data to deliver the right thing at the right time.
Why measure? 3 key metrics that signal success
Before you go deeper into strategy, you must first know whether what you’re doing is working. Here are the important metrics to watch every time you broadcast:
1. Block Rate :
- This is the clearest indicator of how engaging or annoying your broadcast messages are.
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Recommended benchmark: Try to keep it below 0.5% per broadcast.
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Warning sign: If the block rate stays above 1% for a while, it means your message might be too frequent or irrelevant — you should review your content urgently.
2. Open Rate :
- This shows how attractive your message headline is.
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Average range: Around 40%–60% in Thailand, which is quite high compared to other channels. If your rate is lower, you may need to adjust the headline or send time.
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Key takeaway: A good open rate is the first door that leads to potential sales.
3. Click-Through Rate – CTR :
- Measures how interesting your content and call-to-action (CTA) are.
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Recommended benchmark: For messages with links, CTR (among those who opened) should be 5%–15% or higher.
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Tip: If CTR is low, it could mean your content doesn’t spark enough interest, or the CTA isn’t strong enough to make users click through.
Data-Driven Strategy: Segment your customers, assign different frequencies
The heart of effective broadcasting is customer segmentation. Use data from your CRM or loyalty programme to understand each customer’s behaviour. Then apply an appropriate frequency for each segment:
|
Customer type |
Description |
Recommended frequency |
Example content |
|---|---|---|---|
|
|
Frequent buyer, high engagement with brand |
1–3 times/week |
Exclusive perks, VIP-only discounts, previews of new collections |
|
|
Buys occasionally, still follows the brand |
1 time/week or 2–3 times/month |
General promotions, product updates, educational content (Tips & Tricks), interactive campaigns |
|
|
Just added your LINE or made first purchase |
2–3 times in first week (Welcome series), then normal pace |
Welcome message, product use guide, first-purchase discount |
|
|
Hasn’t bought in 3–6 months |
1–2 times/month (but avoid too frequent) |
“We miss you” campaign, special incentive to re-engage |
Bonus Tip: Don’t forget to send during the “Golden Time”
These are the moments when people are more relaxed and more likely to check their LINE messages. Sending at the right time can make your open and click rates go up significantly:
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Lunch break: 12:00 – 13:00
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After work: 17:00 – 19:00
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Before bed: 20:00 – 22:00
SummaryGood LINE broadcasting isn’t about hitting the “right frequency number”, but about using data to understand your customers and delivering something they want at a time that’s right. Start today: analyse your customer data and do segmentation seriously. Then you’ll transform your broadcasts from one-way blasts (which risk getting blocked) into tools that build relationships and drive sales sustainably. |