Marketers rely on subscriber communications as the lifeblood of revenue generation, yet over a quarter of consumers indicate extreme email fatigue from increased campaign exchanges.
Add in modern omnichannel experiences and separate marketing teams naturally prioritizing their own campaigns, and it becomes easy for end recipients to drown in an overwhelming flood of communications.
Each person expects something different from every organization, but marketers unable to balance between campaign output and subscriber disenchantment risk the loss of future interactions.
What does email fatigue look like?
Email over-saturation, where a person receives an overwhelming number of emails from a specific source, creates a negative perception of the brand and disincentivizes interaction. For example, imagine a busy professional who in one week receives numerous email newsletters, promotional emails, app alerts, physical mailers, and automated follow-up emails from an action completed weeks ago – all from the same company.
In such a case, this individual will take steps to manage their communication overload, such as unsubscribing from newsletters and promotions, placing unwanted emails in the spam folder, turning off app notifications, or avoiding future interactions and purchases entirely.
Common saturation control measures
It’s possible to prioritize maximum engagement, and there are ways to do so while still respecting recipients’ already-full inboxes. Marketers commonly take several steps to help prevent or reduce subscriber email fatigue.
- Segmented email lists: As opposed to bombarding them with generic emails that may not be of interest, segmenting email lists based on subscriber preferences and behavior, such as their interests or past purchase history, sends targeted emails that are more likely to be relevant and drive conversions.
- Set email frequency preferences: Give subscribers the option to choose how often they want to receive emails, such as weekly, bi-weekly, or monthly. These extra options give control (and explicit consent) over the number of emails each recipient receives.
- Optimize email content: Make sure marketing emails remain engaging and provide value. By doing so, contacts are more likely to interact with emails and less likely to feel the desire to unsubscribe.
Honor unsubscribe requests: Marketers should make it easy for subscribers to unsubscribe from their email list and honor their requests promptly. This process is already legally required and prevents subscribers from marking unwanted emails as spam.
By taking these steps, marketers can take the first steps to minimize email over-saturation and improve the effectiveness of their omnichannel marketing campaigns. But manual tracking often doesn’t utilize data, and saturation rules may vary across teams.
How do you ensure individual contacts aren’t oversaturated across dozens or even hundreds of omnichannel campaigns?
DESelect Engage: A solution that tailors the needs of both subscribers and marketers
DESelect Engage is a brand new platform designed to eliminate email fatigue and give marketers a single source of truth for saturation control via a deep understanding of the real-time fluctuations in how, when, and where customers receive communications.
This comprehensive overview also ensures marketers know exactly which customers are undersaturated to prevent any missed opportunities and lost revenue. No matter how complex your omnichannel strategies or siloed your teams, Engage gives marketers the data to create better customer experiences.
Priming subscribers for action
Engage prioritizes communications to each contact through two options.
- Prioritize based on rules: Users define as many rules for different types of contacts and campaigns as needed, and Engage will calculate saturation based on all relevant rules.
- Prioritize based on campaigns: Users calculate through Engage who’s in which campaigns and, based on defined priorities, ensure contacts receive the most important communiques.
Factoring in all communications across all channels (regardless whether they’re integrated into Marketing Cloud or not), Engage lets marketers get the right message to the right audience, the right amount of times.
Defend against unsubscribes, opt-outs, and email fatigue. But don’t just play defense. With DESelect Engage, create premium customer experiences that drive revenue, brand loyalty, and ROI.
Exciting news: Engage is now live! Schedule a demo to learn how saturation control protects your organization.
