There has been a lot of talk in marketing circles regarding the appropriate amount of email to send to a consumer. Should you send once per month, once per week, multiple times per week, whenever you want, etc... And often over-looked part of this discussion is who ultimately is responsible. Is it the marketer or is it the consumer? Often, I think as marketers, we tend to answer this question not as a marketer, but instead as a consumer. Just like every consumer in the marketplace we are inundated with email messages from work, home, other marketers, transactional messages, etc... The last thing anyone needs is another email message. As such, I think we tend to error on the side of "send less". That being said is it really the marketer's responsibility to be 'sensitive' to how many emails a consumer is receiving in mass? Or is it really more of the consumer's responsibility - they did at the end of the day sign up to receive them? More

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