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

There's a way to measure the impact on your business. If you step up frequency of mailing during the holiday gift-giving season, for example, you can compare those results with the times you send fewer e-mails. Or, you could create a holdout group that receives fewer e-mails and track both groups over several months. Or, even if you don't create separate groups, you can monitor activity to help determine whether your current frequency schedule is working.