Good morning, Marketer, what do you do about too many emails?

Don’t pester the customer. Inform and aid them, but never ever pester. This is so firmly embedded in B2B marketers’ minds that they can overreact and miss opportunities. This is especially true when it comes to email.

Brian McKenna says email frequency needs to be based on the customer journey, not on a one-size-fits-all policy. He also has suggestions on building your subscriber base and the very real problem of failing to follow up.

Constantine von Hoffman,
Managing Editor

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