Communication That Fits: A Tailored Frequency Policy for G‑STAR

In this presentation, I’ll walk through the Frequency Policy Framework I developed at G‑STAR to help us manage the balance between relevance, revenue, and customer experience across all CRM communications.

In my role, I oversee more than 30 automated journeys, weekly newsletters, and a constant flow of commercial priorities. This creates an ongoing challenge: how do I make sure customers receive the most relevant message at the right moment, while avoiding communication overload and unnecessary unsubscribes?

To address this, we built a structured framework that evaluates each send based on four key factors: customer relevance, channel pressure, historical engagement, and commercial impact. By introducing prioritization rules, send‑caps, and a relevance‑first decision process, the framework determines which message should be delivered when multiple journeys or campaigns compete for the same customer.

This approach has allowed us to increase the effectiveness of our lifecycle communications while keeping list health stable and unsubscribe rates low. It also gives the broader business confidence that we can scale our journeys and newsletters without crossing frequency limits or reducing customer trust.

Overall, the Frequency Policy Framework has become a foundation for how we communicate: controlled, customer‑centric, and built to support both experience and commercial growth.