What Is Email Fatigue and How to Fight It Off
Email marketing brings a very positive experience for marketers due to its amazing features and high return on investment. Email marketing can prove to be a challenging task if you are new to it. You must be feeling an urge to know how often you should send emails to your list. What kind of promotional message you should send and what should be the content of your mail, and how you should design your email's content so that it may appear balanced and visually attractive. After all the hard work you put into crafting, planning, and testing your email campaign, you may face an unfortunate situation known as email fatigue. Email fatigue occurs when your customer feels that your brand is flooding the recipient's inbox with your mails. Email fatigue can have a very harmful impact on the relationship between marketer and subscriber. It can reduce the revenue to a great extent.
Email fatigue happens because email marketing is very low cost with a great return on investment. Emails can be sent at any rate and time at no cost. The worst thing in this regard is that most email marketers realize the issue after losing a lot of subscribers. If you think that your email marketing is at the risk of fatigue and you want to prevent the situation, then there are few suggestions that you can act upon to prevent email fatigue.
What is email fatigue?
Email fatigue happens when your buyers no longer want to hear from you. Your subscribers adopt different strategies to ignore you. These strategies include ignoring your emails and deleting them. They may also unsubscribe to you and even mark you as spam. You might be thinking that why email fatigue occurs. The answer to this question is that two reasons cause email fatigue. One reason is that you send irrelevant content to your audience, and the second reason is that you do floodingof emails at the inbox of your subscriber. In simple words, sending inappropriate content to the wrong people at the wrong time at high-frequency cause email fatigue.
Why email fatigue is a problem?
Email fatigue gives the impression that your subscribers don't like emails, but it is actually not the core reason behind email fatigue. In fact, a large audience prefers emails for getting notifications and alerts from brands. Email fatigue happens when you send irrelevant emails to your audience. Email marketing is all about delivering the relevant content to the right audience.
Sometimes, email marketers send their generic messages to complete email list without bothering about segmentation. It destroys the email marketing campaign due to sending emails to an irrelevant audience. This can derail your email marketing even faster than spam filters. When your subscriber receives irrelevant mail from you, he ignores it. The more irrelevant emails, the more would be the ignorance level until it reaches a point when your subscriber would start disengaging, unsubscribing, and deleting your email. The actual interest of your audience does not play any role in this regard. This situation has a bad impact on your email deliverability and, hence, on investment return, which makes it harder to achieve the marketing goal.
How to combat email fatigue
Several strategies can help marketers to combat email fatigue. Following are some common practice steps.
Monitor data for signals of email fatigue
Look for the open and click rate of your emails. If you observe any decrease in the open rate and click rate of your email marketing campaign, especially if you own historically engaging subscribers. In that case, it means there is some problem that needs to be fixed. The problem might be in your subject line, or you need to personalize your campaign or segment your email list.
Update permission
When it comes to email marketing, it is not enough to ask for permission once in the lifetime of your customer-brand relationship. Rather, you continuously need to revise your consent. This is because of the ever-evolving preferences of your subscribers. You need permissions related to the type of emails your subscribers want from you and the frequency of sending emails.
Email list segmentation
You need to send the right email content to the right audience. Sending every content to your whole list might be a burden on your budget, resulting in a decreased rate of conversions and even dropping down the number of your subscribers. Each of your subscribers is unique and has unique preferences, so you need to treat them uniquely. You need to segment your email list based onthe demographics and interests of your subscribers to make sure that all your subscribers get the relevant information that they are looking for.
Re-engage your campaign
If you are sending a campaign to your segmented email list and still face email fatigue, it means you need some other strategies to combat the issue. You can completely disengage your campaign. Remove the inactive subscribers. You must learn when you need to let go of your subscribers and when to re-engage them. Make all the required changes in your campaign, and then re-engage your audience. The subscribers who don't actively engage harms the metrics.
Set up a preference center
A preference center is an area where your subscribers tell you the kinds of emails they are looking forward to receiving. Moreover, you can also see how frequently they want to listen to you. This can help you send relevant emails to your subscribers.
Follow up emails
If, after the selection of email frequency, you are still observing email fatigue. You need to send follow-up emails to your customer to remind them that they can change the email frequency to change the email frequency.
Final words
If you are worried about email fatigue in your email marketing campaign, the above steps can help you combat the problem. Moreover, you can also seek help from CBT mass email sender.