This was brought home for me vividly last year. I sent an email out for Halloween to a few hundred people, neglected to send one out in November, and got an email from a lady in Kansas asking if I could please resend the November newsletter because her Yahoo must have eaten it. People like getting emails?! People like getting my emails?!? The newsletters are nowhere near my best writing: here's this month's holiday, you should play bingo, here's how. But at least some people miss them when they don't get them.

I swear, there is so much we don't know that we don't know about our customers.