Email Frequency: How Relevancy Tactics Changed the Rules

Overview

Marketers are used to planning ahead as most media buys must be scheduled months in advance to accommodate external press time and availability, along with the careful orchestration needed to balance the print, radio, TV, and online advertising with the updated corporate documentation, events, and most importantly, budget. Email marketing provides a lot more flexibility as the delivery schedule isn't dependent on outside factors. The problem that most email marketers face is how to plan the schedule. Without the same restrictions set by external factors that guide other media, it is difficult to know how often and when to send email messages.