Email Marketers Debate Volume's Relation To Revenue

David Goetzl

Email marketers constantly debate how often to send email to potential or current customers. Business interests are different across categories, but it’s clear that discussion is not going away, even in a world of in-box bombardment.’s Adam Lovallo, head of user acquisition, said if his company sent out 50% less email, revenues would decline 50%.

Speaking at the MediaPost Email Insider Summit, Lovallo said he's “100% on the frequency bandwagon.” His company might still have runway to send out more messages. “It's primarily a frequency game; we've actually been too conservative on that front over the last year or two,” he said.

He did point out that...

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