Five Ways to Centralize and Test All E-mail Programs

2. Don’t overdo it. To keep them relevant, limit the number of e-mails you send to customers each month. To calculate this, take into account all the transactional, service- and relationship-oriented e-mails you send and determine the number of promotional messaging opportunities that exist for every subscriber segment. Leverage e-mail goals, such as viral campaigns, account reactivation and conversion, into all messages — particularly transactional messages, which marketers often overlook.