Email marketing should avoid being overly familiar with its clients, an expert has advised.
While it is common for marketing campaigns to adopt a friendly approach, some industry professionals believe it is a strategy that can be counter-productive if not applied with care.
Jeanniey Mullen, chief marketing officer for digital magazine company Zinio, said companies risk putting their clients off by adopting a tone which is too personal.
According to Ms Mullen, some clients may feel uncomfortable with a campaign which includes too much personal detail, as it can give the impression of a "big brother" approach.
Consequently, the group points out that it is possible for overly-personalised marketing to actually scare off potential customers, rather than making them feel like a valued friend.
Ms Mullen said marketing professionals should apply a degree of professional distance, advising against sending emails to former clients which sound too desperate to win them back.
However, the group notes that it is essential to collate client feedback in order to fine tune their email marketing techniques.
"Use control groups to determine the full impact of emails," Ms Mullen concluded. 
