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Relationship pressure in business refers to the influence exerted on customers through various communication methods. When not properly managed, this pressure tends to increase with the growing use of digital channels such as emails, SMS messages, and notifications, as well as marketing automation techniques. Beyond the financial aspect of interactions, excessive relationship pressure can damage a company’s image, lead to unsubscribes, and result in customers refusing to receive notifications. It can also negatively impact email deliverability. A concrete example of managing this relationship marketing pressure is provided by the Canal+ Group.

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