I'm often asked, "How often should I send out my letter?" In the past, my response was a cavalier, "How much do you have to say?"
Not anymore. Frequency has become a very real and important piece of the newsletter strategy. Consider that the goal of most corporations is to migrate their customers to 100 percent online interaction. Sending statements, alerts, confirmations and marketing via email saves corporations millions of dollars, but the downside is that’s an awful lot of email for the customer to absorb. When the consumer has finally had enough, the easiest thing for them to unsubscribe from is -- yes, you guessed it -- your newsletter!
My advice is simple: put someone in charge of corporate email communication to coordinate all email efforts. Ideally, this person can also coordinate the look and feel of all communications so your brand strategy is cohesive without bombarding the consumers.