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The good news: e-mail has emerged as the marketing channel that generates the highest ROI for most companies.
The bad news: as a result, "send more e-mail" is a frequent mandate from the executive suite to the marketing staff when more short-term revenue's needed.
Ah, if life were only so simple: revenue on demand from e-mail, just like turning on a garden hose. Increasing frequency does work, of course. Whether you go from 2 to 4 times per month or 6 to 12, you're likely to see a strong increase in revenue. But you're also likely to pay a high price for the increased revenue.
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