Recipients grow to become unresponsive to email marketing campaigns because of two main factors according to one expert.

Eric Groves, senior vice president of global market development at Constant Contact, was asked whether there is risk of alienating consumers with increased contact frequency.

He suggested that there was – over zealous campaigns and content which does not offer the target useful information were picked out as being the main reasons for this marketing error.

“Fatigue happens for two main reasons –because your content is not valuable to the recipient and over-communication,” said Mr Groves, representing the globally-focused email marketing solutions provider.

“Great content is not about you it’s about sharing what you know. If you make your readers smart they will reward you with their business.”

The Direct Marketing Association’s Email Marketing Council quarterly National Email Benchmarking Report for April-June 2008 found that contact frequency increased from an average of 4.21 consumer contacts per month to 5.44.

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