How much is too much in email marketing?
by Steve White
If I had a pound for every time a client asked “Are we emailing our customers too much?” I would be a very rich man. However, if I had a pound for every time a client asked if we were sending too much direct mail or are we broadcasting our TV or radio adverts too much then my bank balance would be no different.
Did the marketing team behind the infuriatingly more-ish Go Compare campaign debate whether their adverts were being shown too much during peak times? I very much doubt it. On New Years’ Eve 2008 did Pepsi worry that they were going a little over the top when they launched their new logo with a week-long ‘promotional extravaganza’ in Times Square. Of course they didn’t. So why do email marketers continually question their strategy when it comes to frequency and volume?
