Avoid the Delete Key

* Slightly more than half of these catalogers send e-mails once a week;

* About one-third send e-mails twice a week; and

* The rest send e-mails three times a week.

Mailing three times a week is overkill. Sales may indeed be higher with this schedule, and it’s tempting to fall into this trap. But I guarantee that opt-outs will be higher and bounces will accrue. On top of that, these catalogers will experience many more “report as spam” complaints from the ISPs. Bounces and complaints can impact senders’ e-mail reputations and their ability to deliver future messages.