Frequency of sending emails is an important part of building customer relationships: too many might irritate and too few could lose the recipient’s interest (Ellis-Chadwick & Doherty, 2012). This fine line is hard for emarketers to comprehend.
Relationships between customers are crucial for companies to maintain, as its all about trust. However, the amount of emails a company sends can cause customers to become dissatisfied, leading to a break in trust and relationship.
via Email marketing frequency: Engaging or alienating customers? | Stef G’s blog.