Frequency has become an increasingly hot topic for email marketers. A recent article in The New York Times, for instance, reports research results from marketing firm Responsys that show large retailers sent an average of 152 messages per subscriber in 2010—a 15-percent boost in email volume from 2009.

Sounds like a good argument for you, too, to send more promos out, right? Well, hold on a minute.

Megan Feltes, writing at the Emma blog, warns against the knee-jerk reaction of sending even more emails in the hopes of making even more profit after successful results from an increase in frequency. "While email marketing remains the most cost-effective, most trackable direct marketing method and is still the champ when it comes to marketing ROI, those juicy returns only come with forethought to strategy and smart implementation," she cautions.

To help you gain the benefits of increased frequency without alienating your audience, Feltes offers pointers like these:

→ end article preview
Read the Full Article