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Since placing the order two weeks ago, I've received a barrage of emails from the delivery service. The first few messages notified me about the status of my order, including when they were being shipped, when they were expected to arrive, etc. Like many customers, I appreciate these updates. Once the flowers were delivered, I was then sent an email asking me to participate in a short online survey to gauge my satisfaction with the experience. Again, this didn't bother me. I recognize that the company is trying to learn more about me and what steps, if any, they can take in the future to improve the experience for me and for other customers like me.

But since then, the emails have continued to arrive on a near daily basis, with each one providing a different offer or to repeatedly remind me about other promotions I've already been notified about. In short, it's become downright annoying. To paraphrase my teenage daughter, "Dude, I don't order flowers that often!"

Unfortunately, many companies follow a similar approach of inundating customers and prospects with a steady flurry of email offers in the hopes that one or more will stick. What many marketers don't seem to realize is that these types of tactics can backfire on them by angering customers and driving them away from doing business with their companies.

By contrast, savvy marketers take the time to better understand what their customers and high-value prospects want and then craft relevant messaging to better meet their needs and preferences.

I recently sent a note to the floral delivery service asking them to send me fewer and more relevant email offers. Hopefully, they'll pay attention. Otherwise, I'll have to take the next step and ask them to remove me from their email list.