Email fatigue: Prevention is the best cure
Email fatigue: Prevention is the best cure

By on in Email Marketing

Email fatigue: Prevention is the best cure

Marketers love email. It’s cheap, quick and easy. Done well, it can deliver a pretty good return. And there aren’t a lot of other outreach options for B2B right now, when so many people are working remotely.

 


For one professional association we know, email fatigue recently boiled over to backlash.

 

What that means, however, is that we’re getting a lot of emails. A lot. Like, a hundred or more a day, if widespread internet wisdom is to be believed.

For one professional association we know, email fatigue recently boiled over to backlash. Between weekly news updates, event notices, membership renewals, new products, professional education promotions, and more, their members couldn’t keep up. Even though the information was valuable—and in some cases, critical—the sheer volume was stressing people out.

This group was fortunate. Their super-engaged audience spoke up. They didn’t have to wait until the numbers started tanking to change things.. Most marketers aren’t so lucky.

 

Totally doable ways to preempt email fatigue

  • Coordinate across teams. How many groups within the company are sending email? Transactional emails will follow their own cadence, but what about newsletters, product launches, sales team follow-ups, and so on. Make sure your new promotions aren’t competing with your drip campaigns, and that you aren’t dropping a survey on newsletter day.
  • Keep it relevant. The two biggest issues with email are 1) too many messages; and 2) irrelevance. Segmenting your list and sending only the most pertinent information to each audience will help keep people interested. In addition, you need to be honest about whether something that’s important to you is important to your readers. New offices or a new hire? Great. But not email worthy. Post it instead. Which leads us to our next point.
  • Use all your channels. Does it have to be an email? Perhaps social can do the heavy lifting this time. Do you have permission to text? Try to divert what you can.
  • Go old-school. If you have addresses, put your most important promotions in the mail. With so little in our mailboxes, direct mail can really cut through. Plus, digital printing means you can segment just as easily as you do online.
  • Make it small. Some audiences and phases of the buyer journey are naturally suited to long copy. But that doesn’t mean you need to include an endless scrolling odyssey in your email. Link out. And be thoughtful about your file sizes. Busy people do not respond well to even a second of extra load time.

 

Bonus tip—adopt “NNTR”

Within your work and personal lives, here’s a great idea to cut down on the crazy: when an email doesn’t require a response, start the subject with NNTR, meaning “no need to reply.” Recipients won’t feel obliged to acknowledge the message and you won’t get 30 replies saying “thanks,” “got it” or “your email just reminded me that I need something totally unrelated to you and buried it here.”

Around here, we never tire of receiving emails from people looking for a fresh perspective. Reach out to FATFREE and let’s see how we can help.