They certainly can be annoying. Anyone who spends time online has encountered marketing that’s too aggressive, repetitive, or poorly timed.
But these tactics continue to be used because, under the right circumstances, they can encourage useful actions.
A customer who left items in an online shopping cart may appreciate a reminder. Someone who requested information about your services may welcome a helpful follow-up email. An existing customer may want to know about a seasonal promotion or limited-time offer.
Retargeting advertisements can also help keep your business visible to people who have previously shown interest but weren’t ready to make a decision.
However, effective marketing and excessive marketing are not the same thing.
We consider relevance, timing, frequency, consent, and the customer experience when recommending these tactics.
We don’t believe in misleading claims, deceptive interfaces, fabricated urgency, purchased lists used for unsolicited messages, or tactics that intentionally exploit customers.
We also respect applicable privacy, email, text messaging, and advertising requirements.
Our objective is to make communications timely, useful, and persuasive enough to encourage action—without creating unnecessary frustration or harming your reputation.
