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

Let Customers Control Frequency
If you send e-mails once a week or less, you probably don't need to consider this option. But companies that mail more than once a week should allow recipients to adjust the frequency of their messages.

Take a look at the JoS. A. Bank Clothier footer on pg. 32 and the accompanying "Change Frequency" screen. Some marketers make frequency the focus of e-mail promotions. They send e-mails that highlight the recipients' ability to receive fewer e-mails and provide links that allow recipients to adjust their preferences.