How to Manage Email Frequency Across Competing Teams

When you're marketing multiple products to overlapping audiences, every internal team thinks their email is the most important one. Someone has to be the tiebreaker. Brent MacKinnon, Director of Product Marketing and Developer Advocacy at WooCommerce, shares how his team built a scoring system to decide what gets sent to whom — and how they developed alternative channels like developer blogs, newsletters, and in-app messaging so that email is preserved for the moments that actually warrant it. If you've ever had a conversation that starts with "we need to add another email to this journey," this session is for you. What you'll learn: - How to build a scoring system that determines which emails get sent when multiple teams are competing for the same audience - Why developing alternative channels — in-app messaging, newsletters, developer content — protects your email program's deliverability and engagement over time - How WooCommerce thinks about email as a reserved channel rather than a default one - How to have internal conversations about email frequency without it becoming a political fight