I finally did it. I culled the herd. I unsubscribed to most of my email lists.

Why? Some were pushy, some were irrelevant, and one actually offended me. I haven’t seen multifamily marketing make these mistakes, but keep them in mind as you plan your campaigns.

Don’t post too much. Whatever your platform, be respectful. I quit Ann Taylor’s list because I didn’t need to hear about a weekend sale 4 times in 5 days.

Keep it relevant. I live near Philadelphia. So why did Groupon send me deals in Birmingham and Chicago? Remember the nature of your products, too. Last year I purchased custom window treatments from Smith & Noble. While I’m very pleased with the results, I don’t plan to purchase new ones for at least a decade.

Don’t offend me. Humor is a valuable tool, but listen to yourself. I dropped off Philadelphia Magazine’s e-mail list because a blogger used crass and insulting stereotypes for residents of my area. It was meant to be funny, and some readers thought so. But if it was too mean-spirited for my inbox, how many others felt the same way?

Want to keep your email and social media connections growing? Keep your content compelling, but know your audience. Respect them. A few carefully chosen, well-timed words are your most powerful marketing tool.