E-Mail Applied: Beware the Danger of High Frequency E-Mail
Despite strong response, it can kill the goose that lays the golden egg
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Reggie Brady
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Also, take into account deployment costs and internal overhead. It may be hard to assign internal costs, but each e-mail requires support from copywriters, designers, and the quality control and Web teams.
At the end of the analysis, you may find that a less frequent strategy is more productive for your company and healthier for your list.
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Reggie Brady
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Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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