Just last week I unsubscribed from emails for a retail store I liked and had previously opted into receive email communications from. Why did I do this? Because they were sending me emails every single day, often with the same information, and I was frustrated that they were clogging my inbox. The article Protect Your List: How to Fight 3 Internal Battles over Email Strategy explains that sending emails to subscribers too frequently could hurt your relationship with them. My relationship with the retail store was damaged and I will no longer find out about their sales via email since I didn't want to get emails about the same sale several times in one week. This certainly doesn't mean that daily emails are never appropriate. Some people enjoy daily emails as long as the information is relevant to them. To learn more about when daily emails are appropriate for an email marketing strategy, read the blog post When Daily Email Frequency Makes Sense.
Along the same lines, the quality of subscriber lists is also more important than the quantity of email addresses. Poor list quality can hurt your reputation, both with people receiving the emails and with ISPs. If a company wrongly got my email address and started sending me information I may or may not be interested in, I would be upset and would think less of that company. Furthermore, sending emails to people that did not necessarily ask to receive may result in more people hitting the 'Spam' button and ISPs or company firewalls blocking emails from that sender. Thus, it is important that measures are taken to ensure a high quality permission based email marketing list. To find out how to grow a list while maintaining quality, check out the whitepaper Get the Scoop on Successful List Growth.
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