How to Respond to the Signs of Email Fatigue

If you are researching the signs of email fatigue, chances are you’ve already noticed a negative trend in your email engagement metrics. Here’s how to respond to the lower open and click rates and higher unsubscribe rates you’ve likely seen -

Step #1 is to remove disengaged subscribers from your list.

A good way to do this is to send a We Miss You message to those contacts who haven’t opened an email from you in a long time. Use the We Miss You message to bring those contacts up to speed about what they’ve been missing and to incentivize them to reengage by offering an especially worthwhile reward - like a hefty discount or an extra-meaty freemium.

If, despite your best efforts, the contacts remain disengaged, stop sending them emails. A slightly smaller email marketing list is better than a disengaged one. Low email engagement harms your sender reputation, which can ultimately hurt your bottom line.

Step #2: Invite your subscribers to update their email preferences.

The more information you collect from your subscribers, the more accurate and relevant your email communications can be.

Create an email preferences landing page where subscribers can specify their interests and choose how often they want to receive your emails. Be sure to use the data collected to adjust your email marketing frequency and content accordingly.

In other words, complete Step #3. Segment your list -

Avoid sending email blasts en masse. Doing so increases your chances for email fatigue.

Instead, use your subscribers' preferences and their demographic and behavioral data to segment your list. This helps ensure you send the right email to the right person at the right time.

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