No one needs more e-mail, but they do need relevant information. That’s where your e-mail strategy should start, and then details like frequency can be worked out, Jeanne Jennings, online marketing consultant and ClickZ columnist, told the crowd at the ClickZ Specifics: E-mail Marketing conference today.
Jennings suggested starting by reviewing your business strategy, and seeing where your current e-mail program fits in or doesn’t fit. A look at strengths and weaknesses of your own and competitors’ programs can help identify where the opportunities lie. At that point, you consider your target audience, goals, and content resources to determine what to send, who you’re going to send it to, and how often to send it.