Fighting Email Fatigue
Tuesday, February 21, 2017 | Jeff Davis
Email is one of the most powerful programs available to marketers today. Think about it. Consumers give you permission to market to them AND they actually expect you to follow up on your promise to send them emails.
My guess is that you yourself have subscribed to an email list. Perhaps a newsletter. So if they gave us permission to send them emails, what causes consumers to unsubscribe?
Recently, eMarketer published an article - Please (Don't!) Unsubscribe: Why Consumers Get Email Fatigue - that looks at the reasons consumer fall out of love with us and tell us to "go away".
The most common reason? "You are sending me too many emails!"
"For marketers wondering how often is “too often,” an August 2016 survey from Mapp Digital found that 40% of US internet users said receiving marketing emails once a week was preferable. This was more than twice the number of respondents who felt receiving emails monthly was about right—the second most popular choice."
Emails content is also a reason for unsubscribing. If the information doesn't match the recipient's needs or expectations, they are likely to unsubscribe. Remember, much like you, your subscribers change their minds as their situation changes.
And sometimes it is not you. You could be getting caught up in "I am simply receiving too many emails. It seems like I am on everyone's list!"
So what can you do to stop email unsubscribes?
- Continue on message - publishing useful content, not just content because it is Monday and "the boss said we needed an email sent out EVERY MONDAY"
- Recheck the frequency of your emails. Perhaps you should be sending out emails every other Monday
- Ask your subscribers how frequently they want to see your articles. Ask them, not after they have left, ask them now while they still enjoy your emails
- Make it incredibly easy for them to unsubscribe. If they have made the decision to leave, don't spend time and energy telling them they have made a mistake.
If you would like to know more about how to effectively use email marketing in your business, call us at 419-776-7000. Or click below and fill out the short form so we can call you.
Just don't click Unsubscribe.