How relevant is your email marketing? Do you send emails every week / month / quarter without a second thought because that is the schedule? We need to remember that our email marketing should be event driven, not timeline driven. People want relevant emails, so if you really don’t have anything going on this week, don’t send a marketing message to your clients. Soon they will become numb to your messages. Send them messages when events or promotions require that you speak to them. Then when they see your message they will know that you are unwilling them with something of relevance. Some weeks it might be two times other times you may skip a week. Either way you want to make sure your customers equate your emails with information that they will find useful.