Firms 'should avoid over-communication'

Companies hoping to improve their lead generation during the recession should avoid contacting their existing clients too frequently, an expert has suggested.

Eric Groves, senior vice president of global market development at Constant Contact, stated that doing so could result in a "breakdown in trust" during the economic downturn.

"Your communications frequency should be based on the needs of your recipients first and your business objectives second," he said, advice that may be of use to firms operating in the IT sector that are looking to boost their customer numbers.

"Over-communication will result in reduced open rates and a higher number of unsubscribers," Mr Groves added, noting that the end of last year saw many companies lose clients as they "panicked" when conducting their marketing.

His advice follows that from Chartered Institute of Marketing head of communication Ray Jones, who urged businesses to research their target market if their advertising campaigns are to have the desired affect.

Written by Julian Poulter and Copyright "Selling People 2009"