While most businesses understand the importance of marketing themselves, some are concerned that too much marketing will put off the customer and send them to a competitor. But the reality is, customers want to hear from you, according to Jonathan Bein and Debbie Paul in Yes, Customers Want to Hear from You. Just make sure the information you're providing is relevant.

Personalize touch points with your customers for a more effective marketing push. Customers should be allowed to choose how they want to receive your communications. Don’t assume that your customers only want a field visit.

And focus those communications on products that you have reason to believe they would be interested in. It doesn’t make sense to send an email about a product they would never use, but it does make sense to email customers with a complementary product to one they just purchased. Targeted email campaigns are also much less expensive than field visits or even calls.

Read more tips on how to reach out to your customers in Yes, Customers Want to Hear from You.