The Win Win
Email marketing is a surefire way to increase your brand awareness. Great content sent to your subscribers reaps great rewards.
But too much of a good thing is a bad thing.
Advertising or Marketing or ?
Far too many practices set up a campaign, get a nice open rate and then send that same campaign to everyone again. And again. And sometimes again. That's over-send and it's a great way to teach your subscribers to ignore your emails.
Yeah, segmenting. There are a dozen ways to do it, but at the simplest level segmenting means NOT sending the same email over and over to the same people who have already seen it, opened it, clicked within it.