Don’t Let Digital Fatigue Stunt Your Email Marketing

Overworked man lying on laptopBetween browsing websites, social media, and emails, how many online marketing messages or advertisements do you see every day? Tens? Hundreds? Thousands? If you’ve ever gotten overwhelmed with the influx of digital marketing content every time you go online, then so can your customers.

In fact, over 70% of consumers have stated that they want to receive fewer marketing messages in 2023 than in 2022, with nearly 30% feeling bombarded with marketing messages every day. Furthermore, consumers are experiencing burnout from excessive digital use, called digital fatigue, which spells trouble for your email marketing efforts.

With the increasing flood of emails in their inboxes and less time or energy to review all of it, customers are getting pickier with the emails they choose to open. Now your emails are competing with every other email in your reader’s inbox. It’s essential for your marketing team to learn how to keep your exhausted audience engaged.

Here are some important things to keep in mind to help your email marketing efforts overcome your audience’s digital fatigue:

Timing Is Everything

You might think sending more emails increases the chances that a customer will engage with one of your emails over another company’s, but this couldn’t be further from the truth. Instead, 80% of consumers will unsubscribe from a brand they believe is sending too many marketing messages.

However, you don’t want to wait so long between emails that your readers forget about your business. The goal is for customers to associate your business with perfectly timed content or offers, not drive them away by annoying them. Monitoring your customer engagement data can help you figure out the best time and frequency to send out your emails.

You also need to be aware of when you’re sending out certain content. Too many promotional messages or irrelevant information loses your readers’ attention. Instead, strike a balance between sending emails that engage your customers with topics and promotions that are relevant to their interests and needs.

Data Is Critical

Using metrics to monitor how your readers respond to an email campaign is vital if you want to develop an effective marketing strategy. In fact, measuring various customer engagement metrics can help your team overcome any uncertainty over the impact of your marketing efforts.

By collecting email marketing data, you can get to know your customer to determine the optimal send frequency, evaluate their interest in the email content, and track noticeable changes in behavior. Plus, you can filter out or attempt to re-engage inactive subscribers.

Having actionable reports lets you continually shape your emails so you can make better informed marketing decisions and maximize customer engagement.

Content Is Key

Once you’ve determined the best send times and analyzed readers’ behavior, ensure your content will keep them coming back. Your emails need to resonate with your customers while also being convenient and easy to read on their devices. A subscriber might be interested enough to open one message, but if your email content isn’t optimized for mobile devices, fails to run smoothly or load quickly, or has errors and typos, they won’t click on the next one. Always check your content quality so they want to see more.

With so many emails vying for your readers’ attention, how can you make sure your messages stand out? By writing tailored messages. Personalization means more than just including the reader’s name in the text, it means customizing each email to a subscriber’s individual needs and interests.

This level of personalization could mean offering a customer the right product or service when they need it most or having an interactive feature in the message that feeds informative analytics data back to you. Using an email marketing service provider can also provide insights that make creating personalized content more accessible.

If you want to overcome digital fatigue to reach your readers, you need to understand how to use timing, metrics, and content together. By sending the right content at the right time, you can grab your customers’ attention and build a fruitful relationship.

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