Ask your list. Survey your customers on how often they would like to receive your newsletter/promotions. Or, at the very least, include a brief statement in your message, letting subscribers know that your newsletter frequency will be increasing/decreasing, and when that change will begin.

Test less frequent emails with less active customers. And this can be determined by analyzing subscribers' open and click-through activity. Caution: cutting emails could mean cutting revenue. If the test group's activity level does not increase with less frequent emails, then you should consider reversing your decision.

Test more frequent emails with your most engaged customers. Caution: increasing frequency can also increase spam complaints and unsubscribes. Be prepared to dial-back the message frequency if your delivery reports show signs of unhappy customers.

While email testing seems like a no-brainer, evaluating historical campaign data can seem overwhelming. The Proximity Marketing team is here to help. We'll review your prior activity and create list segments for you to target. And after the testing, we'll work with you to make next-step frequency decisions.

Consider time-of-day too. The saturation of mobile devices has created more opportunity for marketers to reach certain audiences. Early morning and evenings are no longer taboo for email. Consider segmenting your customers if your list spans multiple time zones too.

Test, test, test. Before you begin, determine your true objective. Are you trying to improve open rates? Or are higher conversion rates the real goal? Because when a person is most likely to open your email message doesn't always match their purchasing behavior. Only through testing will you find the best day and time to reach your customers.

When you partner with Proximity Marketing, you get an emarketing consultant, a sounding-board, an advisor. And when it's time to roll-up the shirt sleeves and get to business – we will do everything for you. I think it's about "time" we talked, don't you?