Why Email Is Not 'Either-Or'

Loren McDonald

Does email reach and frequency trump relevance in email marketing, or is relevance the key to success?

My position in this long-running and frequently recurring debate is that you need all three elements to build a world-class email program and generate optimum results.

There's no denying that reach -- a large list -- and frequency are major drivers of success, especially during the holiday season. Obviously, sending another email to a million subscribers on your list will generate much more revenue than sending a cart...

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