E-mail on Steroids

[Editor’s Note: This article first appeared in the October 2007 issue of FundRaising Success sister publication Target Marketing, and is written from a for-profit point of view. The solid tips hold equally true for nonprofit mailers.]

Do you monitor your competitors’ e-mail programs? If so, you may note some appear to be addicted to frequency and often send several messages a week. Under most circumstances, this is a misguided attempt to keep in front of their e-mail list. Relevance always trumps frequency.