Michael Mayor, NetCreations, suggests affixing labels to the “email product”. What? Michael tries to convey that the “email product” needs a sell-by date, care instructions, and a warning label.
Sell-by date - all email lists go bad if they are not used.
Care Instructions - an email list is an asset and that it can depreciate if not taken care of. Messages need to be relevant, provide value, and request the recipient to take action.
Warning labels – infrequent use may cause complaints, blocking or poor results. Over use can cause excessive fatigue or churn.
eINFO – a collection of articles and studies about email marketing.