This goes along with having something relevant to say. When you are saying it, make sure to do it in a timely manner. Think about your own preferences. Don’t send out an invitation for something that is happening tomorrow - give people enough time to actually get the email, read it, and respond. Also don’t send out an invitation for something a year away without sending out follow ups. There is very little chance of people remembering an event scheduled that far out without getting some sort of reminder.
On the flip side of timeliness, make sure that you respond to inquiries and requests. When people send email or fill out forms electronically on line, they are expecting a fast response time. Even if the first response is only to acknowledge receipt of the request, you need to say something and say something fast. This will let your customers know that you are on top of things, that they are important to you, and that you are taking care of their needs.
All of these things go into making sure that your customers know you, value what you are saying and what you have to offer, so that they will continue to read your messages, not mark you as spam, and not tilt the scales in favor of other people and services labeling you as spam.
