Here’s Tony Rosell, one of the brilliant minds at Marketing General, in a tweet about how associations are using email:
4.3 emails per week? Some associations are sending 10(!) messages per week?
If you’re sending even 4.3 messages per week (which is almost one EVERY DAY) do you really think your messages are being read? If they are targeted and relevant, then quite possibly yes. But if you are sending all messages to all members all the time, you’re totally killing the effectiveness of your messaging.
You should use your data to identify who should be receiving what messages. If you’re not, you’re not only wasting your time, but you’re actively turning off your members.