Email fatigue is real, especially when the pandemic is going on.
Email marketing is far from dead, but it’s getting harder and harder to open and click on your brand’s email.
What is Email Fatigue?
As the name suggests, you get tired of receiving emails when someone does not want to read the email and you feel more willing to delete, sign out or send spam.
Email fatigue is something that almost everyone feels at one time or another.
Gone are the days when people eagerly clicked on every unread email in their inbox to read what was in it.
Gone are the days when people could not wait to receive another email.
Today, a complete mailbox is nothing new or exciting. And it’s getting worse.
In 2017, two-thirds of Americans feel overwhelmed by the number of emails they receive every day.
And who can blame them?
In the same year, 85% of the emails were considered useless.
In 2020, email depletion increased exponentially for an obvious reason: most consumers were at home and all brands trusted email marketing as their primary (and often only) way to communicate with them.
Of course, we will all be overwhelmed in 2020 and it will not be much easier in 2021.
However, email marketing remains one of the most effective marketing tactics.
Customers who buy products after clicking on email usually spend about 140% more than the average customer. Up to 50% of marketers believe that email marketing is more effective than social media.
Here’s how you can overcome the fatigue of email and improve your email marketing strategy:
1. Send a welcome email address
It may not matter, but many brands are still unable to do so. The welcome messages are still working, especially thanks to the recent factor. Your customers have just completed your brand, so they are likely to contact you immediately.
Welcome emails are very effective: research shows that welcome emails generate 320% more revenue than any other promotional email.
2. Use marketing adjustments
It’s amazing how many promotional emails I still get without my name.
But even the most basic adjustment will help. Greet your customers by name and you will see that they are much more willing to test your message.
Take it a step further and personalize your email, including the products they viewed or added to a cart, and you’ll see even better results.
Case studies show that personalized campaigns generate almost twice as many openings and clicks as non-targeted campaigns.
This of course depends on how well the adjustment has been done so that the percentage can be even higher. The degree of customization of course depends on your partner or marketing platform.
With Wix Email Marketing Services, you can personalize your email in a meaningful way, for example by using the name of the customer or the products you previously purchased:
3. Treat emails like any content campaign
Any email marketing plan would recommend that you send excellent emails to encourage your subscribers to go to the next one.
This, of course, is easier said than done.
However, it can be possible if you change your mind – consider each campaign as an existing content marketing tool. Talk to your customers’ needs, concerns, and interests. Study what stimulates your interaction and look for great insights that arouse your curiosity.
Asking a good question in the subject of an email and then answering your email is one of the most effective ways to generate multiple email openings. I regularly visit the text optimization research section to choose a good question to discuss in my next email marketing campaign:
Text Optimizer uses semantic search to identify the angles customers expect to read. Therefore, it is an excellent tool for exploring topics and focusing on the audience.
4. Use video content (but don’t use it much)
Another marketing gimmick often used by content marketers is the use of video content. As with any visual content, videos combine the best of both worlds, making it easier to process information while having fun.
Videos work wonders when posted on landing pages and help keep emails noticed.
This is a well-known trick where writing and reading are more of an email subject. You obviously can’t use this tactic, but sending a Happy Birthday video via email or the occasional portion of a video tutorial can do wonders for your open rate.
5. Set up meaningful email triggers
Obviously, email fatigue is caused by many emails. So do your best to avoid throttling your subscribers.
It’s a fine line between your customers that you can’t forget and that is too aggressive to remind you of your brand.
The following routine usually helps to create awareness without irritation:
• A promotional email once a month
• An email for a special occasion (as noted above, “Happy Birthday”)
• Automatic e-mail that reminds customers of an abandoned car or payment error.
Almost all email automation software will help you set it up easily. Just don’t overdo it!
6. Be genuinely empathetic and genuine
While empathy has always been a good idea (not just for marketing), it’s now more of a necessity than a recommendation.
And don’t try to pretend. In these difficult times, your customers are more sensitive than ever before. They immediately smell a false odor!
Maxwell Hertan, of Megaphone Marketing, says it best:
Depending on your business, you also need to be 100% close to the elephant in the room. COVID-19 is in our head, it’s good to talk about it, don’t use the situation!
7. Track your landing page performance
It will be very disappointing if you lose a subscriber on a broken link or slow landing page after all the strategic planning. Today’s consumers don’t have the patience to wait for a page to load. They are also less forgiving when it comes to stopping browsing due to broken links or images.
To do this, click on all the links in your email to see if it works. Or, even better, view the link on a mobile device (this is where most emails are read and most email links are clicked).
And if you tend to be inaccurate, quickly scan the page for damaged links or images, as well as performance issues. Site Checker offers the possibility to quickly scroll through the page and see if something is wrong:
8. Keep checking your stats
Most email marketing solutions include analytics in some way. You’ll usually see which campaign was successful in terms of clicks and opens and which ones were apparently caught by spam filters. Check the numbers after a few days of explosion for your next campaign.
Again, you will be of great help at this point. You can see which campaign has had the most conversions and which have not produced tangible results.
Finteza is an analytic solution that provides the best information to help you understand what worked and how it worked for each traffic source to get visitors out of your sales funnel:
Email marketing can be much more challenging than it was a decade ago, but almost all marketing tactics have changed over the years.
It would be strange to expect email marketing to stay the same. But the good news is that marketing software has evolved too, so you can keep up with changes and keep up with the competition. The key is to find a smart marketing solution, so we hope the tips above help!