Since the core of what we do at Doe-Anderson is building relationships between consumers and brands, we thought it would be cool to use relationships as a theme. So in honor of Valentine’s Day, all this month we’ll be sharing 28 Days to Make People Fall in Love with Your Brand. We hope you enjoy it.

Desperate times can cause you to do desperate things. However, just because you’ve been given someone’s email address or mobile number doesn’t mean you’ve been given permission to fill their inboxes with spam.

There’s a fine line between providing useful content and being labeled a spammer. Whether your managing a CRM program or your executing an email or SMS campaign, strategic insight into your consumer base is vital.

The strategy is knowing how much content to send, and how often it should be sent. The challenge is knowing that if you don’t communicate enough you could lose your place of influence with the consumer. There also is the challenge that if you send to much communication you lose your voice and become just another noisy spammer.

Once you have lost your place of influence it won’t be long until the consumer will unsubscribe from your content.

I can’t count how many CRM programs and email newsletters I’ve unsubscribed to because the sender’s strategy was quantity over quality. At the end of the day, the goal is for the consumer to follow your call to action.

Communication is an art. Consumers are real people and email addresses are gold.

Perhaps the next time you think your consumers need another “blast,” you should ask yourself, “what would I do with the content I’m sending?”