How to Identify and Correct Email Fatigue (yes, it’s real)
Email fatigue is a thing today, a sign of our digital times. It occurs when recipients tire of receiving your messages because they’re either sent too often or don’t contain relevant content. Don’t worry. It happens to nearly every email marketer, and is far more pervasive than you might think.
An email perception study cited at TargetMarketing.com reveals that more than half of Americans feel they receive too many marketing emails, with a plurality saying they rarely or never open those emails. Similarly, email software firm, Edison, reports that nearly 75 percent of Americans admit to being overwhelmed by the volume of messages they receive. But before you rush to judge, recall that email IS and has been a winning strategy for most businesses. For regular interactions, consumers across generations prefer email to other forms of communication, says a SendGrid commissioned report.
Still, if email is part of your mix, you could be giving people too much of a good thing. You can check for telltale signs by reviewing your mail platform’s engagement metrics for a decline in open rates and click-through-rate. You may also analyze recent monthly trends for a drop in opt-ins and unsubscribes. Ineffective list segmentation and personalization practices can also fuel user fatigue. “If emails aren’t effectively segmented or personalized to your subscribers…you’ll fatigue your entire database,” cautions Impact digital marketing agency. Compared with non-segmented campaigns, segmented emails are clicked on 100.95% more often.
Of course, some sources logically contend that the cure for email fatigue isn’t sending more email, but less. TargetMarketing.com, for example, suggests that you cut back on e-blasts and fill the void with direct mail. So pick your fatigue-fighter and give us a call.