Reggie Brady

Reggie Brady

Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-mail on Steroids

[Editor’s Note: This article first appeared in the October 2007 issue of FundRaising Success sister publication Target Marketing, and is written from a for-profit point of view. The solid tips hold equally true for nonprofit mailers.] Do you monitor your competitors’ e-mail programs? If so, you may note some appear to be addicted to frequency and often send several messages a week. Under most circumstances, this is a misguided attempt to keep in front of their e-mail list. Relevance always trumps frequency. Quantity does not equal quality. Successful marketers don’t push their messages. Instead, they strive to understand their subscribers’ needs, preferences and