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.