UK businesses should maintain a light touch when it comes to email marketing, it has been claimed.
According to Eric Groves, senior vice president of global market development at e-commerce solutions provider Constant Contact, over-communication can erode clients' trust.
He continued: "Your communications frequency should be based on the needs of your recipients first and your business objectives second. Over-communication will result in reduced open rates and a higher number of unsubscribers."
Mr Groves went on to say a breakdown in trust between firms and their clients can occur if companies panic and bombard their email list with daily sale offerings.
Earlier this month, the Direct Marketing Association's Email Marketing Council published its National Email Benchmarking Report for April to June, which indicated that marketers are increasing campaign focus on retention and contact frequency as they tailor strategies to adapt to the uncertain economic climate.
The study suggested there has been a significant widening of the gulf between the proportions of retention and acquisition within email marketing campaigns.