• by David Goetzl  @dgoetzl, May 5, 2009

Overstock.com’s email director Allen Dickson says he faces a challenge working in a public company as far as email strategy. Top executives are so focused on producing impressive results on a quarterly basis for Wall Street that they may want to send out a barrage of emails to drive immediate sales.

But that can be penny-wise, pound-foolish with numbers looking strong for a month, Dickson says. But after consumers get “fed up” with the mass of emails, they may be turned off and lost.

“As a manager of an email programming, you have to think about how is this going to impact sales further down the road,” Dickson says.