• by David Goetzl  @dgoetzl, December 7, 2011

On the issue of email frequency and cadence, ExactTarget's Todd Wilson says tread carefully, though decisions vary by category.

"Cadence done poorly can have a very seirous effect on your brand," he said, adding the customer has to be respected. But, the issue is "tricky" because some clients -- perhaps in retail -- send messages daily, which is what customers want. Other businesses interested more in brand building may need to be more careful about email overload.

It "depends on what (customers are) looking for from you," he said.