Two examples of texting philosophy, straight from the mouths of women I have dated recently....
1) "I hardly text very much, my mum texts all the time and gets annoyed when I don't text her back." This girl I've probably exchanged half a dozen or so texts with and looking to set up date number two presently.
2) "It takes you (TMK) like a whole day to respond to my texts. I quite like it though, and it's kept me intrigued by you, compared with other guys who text all the time."
The long and the short of it is, you have to tailor your approach to the situation and audience, much like you do with any other aspect of discourse. That being said, I always err on the side of too little, rather than too much and my experiences are all the better for it, latterly. As we have seen with the examples provided, too much will group you with either (1) their Mother, or (2) other guys who text all the time.
The one general rule I stick to is probably from Corey Wayne, that being, no more than five electronic messages between trying to arrange a face to face meeting; and then, probably no more than three messages over the course of 24 hours. I also hardly ever call a woman, unless I'm running late or she is lost and can't find where I am meeting her.