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What is Email Fatigue and Should You Care?
Anyone who tells you that e-mail marketing is dead clearly isn’t looking at the facts. Even today, an effective email campaign can deliver an ROI that towers over most comparable digital strategies.
Even so, it is becoming increasingly difficult to convince people to open your marketing emails and take action. Email fatigue has been growing in prevalence for years, though has reached epidemic levels as of late.
What is Email Fatigue?
As the name indicates, email fatigue occurs when people simply cannot be bothered opening or reading promotional emails. Where they see an email in their inbox is from a brand of business, they instantly and instinctively delete it.
Or perhaps, go one step further and unsubscribe entirely.
Research suggests that up to 85% of all emails the average person receives are devoid of any value. At least, in terms of the interests and priorities of the recipient.
Consequently, it is becoming increasingly difficult to engage and influence audiences with e-mail messages. Most people already feel they receive too many emails each day, so there’s very little room at the proverbial inn.
But when email marketing works, it works wonders. Even when compared to social media marketing, an effective email strategy can produce an unbeatable and ongoing ROI.
It’s simply a case of adapting your strategy to suit today’s discerning recipient, for which the following pointers could prove helpful:
1. Send a Welcome Email
Initial welcome emails are often the most effective and engaging of all promotional emails. As they have recently interacted with your brand and demonstrated interest in what you do, a well-timed welcome email can be pure gold.
2. Embrace Personalisation
Any email that feels generic and entirely unpersonal is almost guaranteed to be deleted. Even today, the overwhelming majority of promotional emails sent do not even include the name of the recipient. The days of ‘Dear Customer’ and similarly uninspiring greetings getting the job done ended a long time ago. The more personal the content of an email, the more likely it is to have the desired effect.
3. Keep Things Concise
Email fatigue tends to be exacerbated where email content is long, complex and drawn out. The shorter and punchier the message, the better. People are rarely willing to dedicate much of their time to reading promotional emails. Unless you can get your point across within a few seconds, you will most likely lose their interest.
4. Avoid Posting Sporadically
Consistency holds the key to an effective email campaign, without taking things too far. Hearing from a brand or business randomly after several weeks of silence is never particularly inspiring. You simply assume they are contacting you with their interests in mind, rather than your own.
5. Include More Visual Content
Lastly, this is a point that feeds into the issue of conciseness. Visual content is exponentially more engaging (and generally well-received) than textual content. It is also much quicker to consume and digest, helping you get your point across before fatigue becomes an issue.