The world is going digital. And within the realms of modern world that’s hooked on to their screens, email marketing is one of the best selling internet marketing strategies.
Emails have been a useful source for organisations to promote their businesses by helping them to maintain constant contact with their customers.
That said, the growth of emails and their use in getting leads/conversions has been so exponential that it has led to customers suffering from email fatigue. With so many businesses using it as their means to reach customers, it has become imperative to use it in a nuanced manner.
The article here discusses about the term called “Email Fatigue” ,its causes and tips to avoid it.
Let’s get started.
Email Fatigue Syndrome is the feeling of being overwhelmed due to receiving a bucket load of emails in your mailbox. If you spray too many messages to your subscribers, it can lead to a reduction in engagement (fall in click rates, open rate & increase in unsubscribes). If you don’t understand the disinterest thrown at you, be prepared to be called a spammer eventually.
We understand that sending the right amount of emails can be a challenge. There has to be a balance of how many you can send and how many a receiver can receive. Unless you find the right balance, there is always a probability of you sending too many or too less.
Let us look at some stats regarding email fatigue to elaborate it to you.
Radicati survey expects that the average number of legitimate business emails every day is 96 in 2019 and one-fifth of them are spams. Even though the rest, 77 to be precise, belong to real businesses, how do you imagine a person catering to each one of them while succumbing to his busy schedule?
It is quite apparent that they will be fatigued, and will ignore most of your emails.
Why does email fatigue occur and is so prevalent everywhere? Let us start by understanding the causes behind the issue.
What will happen if your neighbour comes to your door every ten minutes and ring the bell? How long will you tolerate that behaviour? It is no different in the virtual world as well if you are blasting your subscribers with unnecessary and frequent emails, they will get disinterested, and it will lead to email fatigueness amongst them which can have dire consequences.
If you are using generic templates as a part of your email strategy, it is easy to conclude that you are playing a lost game. You cannot use the same structure to send emails throughout your mailing list. Marketers are guilty of not being able to decipher the importance of structuring their mail according to the taste of the audience. It has led to an increase in fatigue amongst receivers.
As per a report by Campaign Monitor, segmented campaigns increase revenue by a whopping 760 per cent. On the other hand, if you don’t care about segmentation and send a single mail to everyone in your subscriber’s list, it can prove fatal. Incorrectly judging email preferences can prove to be disastrous for your marketing strategy.
Even if you care about segmentation and have taken the necessary precautions, you will falter if the content is irrelevant. You can try and be successful in click-baiting twice or thrice, but no one will fall for the same trick over and over again. Once the consumer thinks that the content is irrelevant for them, they will stop falling for your trickery.
Even if you have not fallen prey to the above reasons, there is a chance that you slip here. Even though we live in a tech-savvy generation, the majority of us do not possess the expertise to crack demanding steps. If you think that complicating things and making it harder for your viewers to reach “opt-out” is a smart step, remember that “Report as Spam” is only a click away.
Did the above points convince you to stay clear of the syndrome? Well, several weapons can be carefully employed to fight email fatigue. If misapplied, they can lead to self-destruction. Here are the techniques to avoid it –
Email segmentation has an all-round impact on the results. If you divide and send mails on the basis of their segments, there are chances of a higher click rate and open rate when compared to their non-segmented counterparts. What is more interesting is that they also help in increasing revenues and reducing unsubscribes at the same time. Do we need to say more to convince you yet? Go and break down your audience into smaller lots right away.
Sending random emails to random people will not help you in achieving your business targets. Instead, it is time that you sit down and understand what your audience requires and target them accordingly. Using a well-thought-out strategy and adopting a email list hygiene to hit the right email to the potential customer will give you a chance to improve sales and performance as well.
It will not only help you in reducing your mailing list, but it will also ensure that the readers get relevant content which might be useful for them. If you have lost subscribers who were once your ardent followers, try to re-engage them with offers and cashback. To sum it up, it is essential first to understand and then target the right audience accordingly to avoid email fatigue.
Maintaining an optimised frequency is the prime weapon to fight email fatigue. Email frequency affects your campaign by influencing the open rate, click-through rates, and unsubscribe rates. With email marketing, you need to understand that you are not going on an assault; you are trying to lure. You cannot play the game aggressively; impetus should be on maximum conversion.
To begin, make sure that you are consistent with your policy. The second thing to understand is B2B and B2C numbers will be different. As per Snov Labs survey, once a month emails receive the best open rates and CTRs (28 per cent and 7 per cent respectively). Those who send 2-4 emails, receive an open rate of 21 per cent and 5 per cent CTR, which is acceptable.
Looking at the email fatigue analysis, the ones who suffer from it are the ones sending more than 20 emails per month. They receive 2 per cent CTR and 12 per cent CTR. Plus, what is the relevance of sending a marketing email daily?
If we look in email campaigns with Economics glass, we will know it is no different from regular brand strategies. Every strategy starts slow, will peak up in the middle and then gradually start falling when it matures. Email strategies have the same fate as well, and it is the reason why you should launch new campaigns. When the old one is in the maturity stage, you begin new ones to ensure that your audience numbers don’t dwindle.
There is another reason why you should keep on launching new and meaningful campaigns. It helps you eradicate the flaws in the old. It also attracts new customers which will improve your subscriber base. After all of it, ensure that these campaigns are meaningful and carry some relevant value for the subscribers. Valueless initiatives won’t drive sales, and there will hardly be any improvement in the numbers game.
To counter email fatigue, you can analyse several key metrics. After studying key results, make sure to use segmentation techniques and add a personal touch to your messages. Do not make the mistake of pushing forward irrelevant content. Make sure to optimise the timing and frequency for maximum returns.
If you study email fatigue preferences, it is safe to say that the consumer remains the king. If you want to avoid being tormented by it, you should let the consumers decide. Conduct regular surveys to understand their taste and the frequency they prefer. If you fall in the trap of email fatigue once, it will be hard for you to get out of the Spam folder ever after.
If you are the one who has already suffered from it and is looking for ways to rejuvenate, you should try some re-engagement strategies to bring your consumers back. Offer them some real freebies which don’t carry any hidden T&Cs and inform them that you have realised your mistakes. Once you are back on track, let them choose instead of choosing for them.