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Marketing can be tricky, and email marketing can be even trickier. Obviously businesses that communicate with their customers do better than businesses that don’t, but reminders can quickly turn to pestering. What’s the line for email? What’s the line if you send email and phone your customers? In their paper Enough is Enough! The Fine Line is Executing Multichannel Relational Communication, Dr. Andrea Godfrey, Dr. Kathleen Seiders and Dr. Glenn B. Voss decided to get to the bottom of this particular marketing puzzle.

The basic premise was this: compelling, personal communications encourage customer loyalty and build long-term relationships. But at what point do communications drive customers away? Reactance theory suggests that increasing relational communication (a fancy name for targeted materials like emails, phone calls and direct mail) can have “a negative influence on repurchase because customers perceive the communication as invasive or obtrusive.”

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