While many marketers believe that reach and frequency are the best ways to compel people to act, relevancy of the message is still the best way to compel action.
Reach and frequency tactics may make your organization money in the short term but can sabotage longer relationships due to general distrust after receiving irrelevant messages one too many times.
Just because you have permission to email someone or have a relationship with your audience does not mean you are free from being interpreted as a “permission spammer.” Again, relevancy is your only safety net.
Try to rid yourself of the term “campaign.” The purpose of a campaign is to convince people to buy or do something. The purpose of a relationship is to maximize Lifetime Value.
Understand that email can present a catch 22 at times: It is so easy to execute, it takes very little time to get a message out the door; it is so easy to execute, it is very easy to throw a thoughtless message together and get it out the door.
Remember that quantity means nothing. Quality of your messages means everything!