E-Mail Applied: Beware the Danger of High Frequency E-Mail

Cash In on Peak Season
This frequency spike is still a calculated risk, due to the factors discussed earlier, but the season also represents a time when many catalogers have the largest amount of sales. It may be prudent to capitalize on a peak buying season.

There are no absolutes in the frequency debate. But you can strategically assess the risks and rewards and put a plan in place that makes sense for your business. E-mail certainly works; just don't kill the goose that lays the golden egg.