Email frequency is a "challenge" for marketers, it has been explained.
Writing on DMNews, sector commentator Dianna Dilworth states there is a delicate balance between how often an email should be sent out to clients and the amount of silent time that should be used to give the consumer a break.
She explains too many emails can lead to negative brand recognition and increase the chance of a customer deciding to opt out of such a campaign, using the example of a brand which has emailed her almost every day since she bought an item from them.
"Just because I made a purchase does not mean that I’d like to hear from them daily. In fact, I am more likely to opt out if the frequency keeps up," Ms Dilworth adds.
Concluding, she states the key to a smooth email marketing campaign is as much about knowing when not to send as when it is right to make contact.
Meanwhile, a post by industry commentator Stuart Hobbs on ITWales suggests brand marketers use email opt-out landing pages as a click-through to other products.