The core of marketing is communication, so anything that begins to degrade your communications by increasing noise and decreasing signal should be avoided. One of the biggest challenges in this regard is the fact that marketing communications start out with a handicap because people by default expect to have to engage the baloney filter.
Marketing doesn't just happen prior to the sale. Everything your business does after the sale contributes to the establishment of your brand. It all needs to be examined as communication. What message are you sending?