Instead of being the marketer, today, think from the subscriber’s perspective for a minute. Imagine receiving an email from a brand every single day. How does that make you feel? Not too good? Does it feel like you are being pushed into making that purchase?
Now imagine how would your customer feel when you, out of habit, send too many emails, at least one per day, to them? Increasing the frequency may seem right to you but, it does lead to many unsubscribe. Being bombarded with emails will not help with engagement; instead, it will create a distance between you and your customer.
The question every marketer asks is “how many emails are too many emails?” Here, we aim to discuss the result of too many emails, also known as email fatigue in detail. We shall tell you the right number of emails to send, and other tips that can help you avoid email fatigue, and keep up with engagement.
So, ready to hear us out?
You are still trying to grasp if email fatigue is a real thing or not. Yes, it exists. 74% of the customers claim that they get overwhelmed by the email overload that they see in their inbox. If this number is right, then email fatigue is not just real, it is also a huge thing that needs to be taken into account immediately.
Email fatigue happens when your subscriber receives a lot of emails from you. In some cases, they may feel the overwhelm when they receive brand emails from anyone and everyone.
There are a few reasons that you could associate with the feeling of fatigue.
From this, you can clearly say that if you pass on the wrong message to the wrong person at the wrong hour, and too many times, then you are bound to cause email fatigue.
Typical signs of email fatigue
A typical sign of email fatigue is the increase in unsubscribe. If you feel that the users are opting out of your email subscription, then you need to check the message and the frequency immediately.
The other sign is disengagement. If the open and click-through rates are suffering as a result of email overload, then your emails are definitely causing fatigue among the subscribers.
Here’s what you can do in case the damage is already done.
Email Fatigue Recovery Measures
Here are a few examples that should happen to help you with recovering from email fatigue. It is important to segment the under-performing assets before you engage them with these emails.
Bespoke Post wants to know why the subscribers wont open their emails. They have upped the game by asking them their preferences, which the brand can use to create email content.
TeeSpring has sent out a re-engagement email asking the subscribers to get back and start a new campaign. They want to know why the subscribers not with the brand anymore.
However, there are ways in which you can easily avoid email fatigue for your brand.
Here are a few best practices that should help.
Even before you begin with another marketing campaign, make sure to measure signs of fatigue from the previous emails. Check who all unsubscribed, did not open the email or opened and did not bother to move beyond the first line. The time spent as well as other numbers will guide you through the process. Once you have the numbers, you will know if there are signs of email fatigue among your customers, and if yes, how many in the list are going through the same.
As a marketer, you need to know what the customer expects from you, and how often they are ready to see your email in their inbox. You should always ask them their preferred frequency i.e. the number of times they are ready to see your email in a week/month, at the welcome hour itself. This will help both set the pace for future emails, and also set the right expectations.
Segmentation is very important, and should be done at the start. You need to study them based on their demography as well as purchase and browsing behaviour before you segment them. a complete understanding of what your customer needs, their preferences, and how often they check emails should be noted for best marketing campaigns.
Once you have segmented the emails, you know everything that you need to for the campaign. Begin your email campaign on a personalized note. You don’t need to send the same email to all your lists. You can strategize campaigns for a particular list, define content accordingly and send the message to the list. That way, you have higher chances of getting a good open rate.
As a marketer, you ought to be careful when the message reaches the audience. If your timing is wrong, and you send it way too often, then you might cause fatigue. Check the frequency opted by the subscriber, and research the timing based on their behavior and the data you have for open and click-through rates. This should help you know the right time and frequency to send your emails. Once done, you will notice that your engagement rates are going high.
An A/B testing is recommended before you start working on the final campaign. You should test the emails not just for the subject lines, but also the send time and frequency. If the test shows positive results and response, then you can send the emails at that hour else, it is better to change the frequency and times immediately.
Email fatigue is real and pretty normal. It is not necessary that the email frequency the customers had opted for at the start, is the frequency they want to maintain throughout their journey with the brand. It is important for you to keep updating the preferences, and re-engaging with those providing least engagement. You need to understand why people are opting out or, not reading your emails.
Without ignoring the issue on hand, make sure to dig deeper to understand the root causes of the fatigue, and try to remove them as soon as you can. The idea is to personalize the message and send it at the opted frequency and the time that the users generally open their email.
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