Email list fatigue is almost inevitable, even if you’re an email marketing magician.
Even if you’re sending captivating emails with loads of creative, well-researched content and great graphics, you may reach a point where some customers feel overwhelmed and stop engaging with your messages.
Do you know the signs? The first step towards avoiding email list fatigue is to know when it is happening so you can take action.
To do that, you need to keep a close eye on your email engagement metrics. If you notice that your engagement has either been decreasing steadily or it has suddenly dropped off, you’re probably suffering from email list fatigue.
The good news is that now you’ve diagnosed the problem, you can take steps to remedy it. Here’s how.
1. Dynamic segmentation
Batch-and-blast email marketing is a relic from a different age. Now you need to be segmenting your customers so you can be sure you’re sending relevant messages to people who are (more) likely to be interested.
Rather than sending all of your campaign messages to all of your subscribers, you need to get very granular with your segmentation. Narrowing down your audience will ensure you send more relevant messages to this targeted group, and send fewer emails overall.
There are different ways you can segment your customers to improve engagement and decrease email fatigue. These include:
- Customers who have opened your emails in the past week or month
- Visitors who have viewed specific product detail pages on your site
- Demographic information, such as location, gender, and age
- Lifecycle stage, such as in the report below
You can save time and be more accurate by using dynamic customer segmentation, which automatically updates segments using real-time data based on customer behavior. If you’re targeting the most recent, relevant segment of customers, then you’re more likely to be able to send out the right emails to the right people. This makes it far more likely your buyers will engage.
2. Dynamic content
Sensing a theme here? Personalization is key. It’s not just who you are sending your messages to, but also what you are sending them that makes the difference in your open and click-through rates. You can use dynamic content to provide a greater level of personalization in all of your emails, which has been proven to generate more revenue per send.
To ensure your emails include dynamic content, you need to centralize the data you already collect on your customers. Then, specify the content based on their interests and the history of interactions with your brand. Some examples of this include:
- Personalized product recommendations based on browsing history
- Browse and cart abandonment emails
- Cross-sell and up-sell items
- Replenishment campaigns
- Brand fan campaigns
3. Listen to your customers
If you have different types of emails – monthly newsletters, daily news updates, weekly special offers, and so on – then give your subscribers the control to customize their preferences. For example, if you use a B2C CRM that provides a preference center, subscribers can easily opt in and opt out as often as they like to specific messages.
You can also ask customers how often they would like to hear from you and what kind of content they would like to receive. By offering an email preference center, you avoid only giving them the option of unsubscribing from all your emails. Then, they can opt-in to some messages, and opt out of others, making it more likely they are to stay engaged.
4. A/B test and optimize
There are a lot of articles out there that will tell you the best time to send emails, what kind of content your customers will engage with, and how you should place your CTAs and graphics. But it’s all based on someone else’s data. It’s not customized to your business and your individual buyers.
There simply is no one-size-fits-all approach in B2C marketing. If you want to know what to do to get your email engagement metrics trending upwards again, you need to A/B test everything to see what works best. Look at subject lines, overall email design, CTAs, text-to-graphic ratio, messaging, and more. If you haven’t tested it yet, you don’t know if it’s working as well as it could. Keep optimizing!
5. Introduce re-engagement campaigns
It can also be useful to specifically separate and segment the unengaged portion of your email list. You can also use dynamics segmentation as the basis for a re-engagement campaign by segmenting people who haven’t engaged with your brand in a set period of time — say the last 60 or 90 days.
If they are suffering from email list fatigue, then all they might need is a nudge with the right message that will push them to reengage. Think of incentives that you can use to encourage these buyers to shop with you again. Don’t start with discounts, as you run the risk of devaluing your product, but instead consider offering free shipping or tempt them with special offers, exclusive access, “first-to-know”, or VIP status.
6. Know when to transition to new channels
Sometimes, your customers may just want a break from your emails, even if they still love your products. If a re-engagement campaign doesn’t work, your best bet is to simply leave them alone for a while. They might disengage for a while, but you can certainly hope they will come back once they’ve got over their fatigue.
Another option is to try switching up channels. Perhaps their inbox is a disaster, and they don’t check their email as often. In that case, you may have more success interacting with them via another channel such as Instagram, Facebook, or another social channel.
If your B2C brand is suffering from email list fatigue, don’t be despondent. Look at it from a positive point of view: you’ve recognized that there is a problem and now have an opportunity to win those customers back. Here’s your chance to try new strategies, do things differently, and see how that all turns out. If it works, great, you’ve just won back a valuable customer.
If it doesn’t work, you can leave the customer alone for a while or think about sunsetting their account, but at least you know where to put your time and effort.