What Consumers REALLY Think of Your Emails

Understanding Marketing Fatigue and Email Optimization: Key Insights from DESelect’s Webinar

On a fine September morning, DESelect hosted a webinar titled “What Consumers Really Think About Your Emails.” The session was led by Teresa de Onis, VP of Marketing, and Anthony Lamont, CEO of DESelect. They shared results from a comprehensive consumer survey on email marketing fatigue, discussing the implications for brands and best practices for optimizing email communications.

Webinar Agenda

The webinar covered several key topics, including:

• Survey Methodology: Overview of the demographics and scope of the survey.
• The High Cost of Marketing Fatigue: Understanding the consequences of over-communication.
• Consumer Email Behavior: Key insights into how consumers engage with marketing emails.
• Best Practices for Moving Forward: Strategies for optimizing email communication to reduce fatigue and increase engagement.

Survey Methodology

DESelect surveyed 235 consumers across the United States in April, focusing solely on their interactions with marketing emails. This diverse group covered a wide range of demographics, including age, gender, and income, ensuring a comprehensive understanding of consumer attitudes.

The Evolution of Email Marketing

First Wave: “Spray and Pray”

The initial stage of email marketing was characterized by large-scale email blasts with minimal targeting.

Second Wave: Marketing Automation

With the advent of platforms like MailChimp and Salesforce Marketing Cloud, marketing became more automated but often lacked oversight, resulting in disjointed communication strategies.

Third Wave: Marketing Optimization

Today, the focus is on having a comprehensive view of email marketing efforts. DESelect aims to lead this third wave by providing tools that offer a mission control center for marketers to better understand and optimize their communication strategies.

Understanding Marketing Fatigue

Key Insights from the Survey

1. High Unsubscribe Rates: 45% of consumers will unsubscribe if they find the emails irrelevant or overwhelming in quantity.
2. Spam Reports: 10% of consumers mark emails as spam when they reach the tipping point of marketing fatigue.
3. Abandoning Brands: 22% of consumers said they would stop shopping with a brand if they felt bombarded by its emails.

Common Mistakes by Marketers

• Irrelevant Messaging: Poor data enrichment leads to generic content.
• Bad Timing: Sending promotions at inappropriate times, such as after a service complaint, can harm the customer relationship.
• Overlapping Messages: Lack of coordination between different marketing teams results in multiple, confusing messages from the same brand.

The Cost of Marketing Fatigue

Marketing fatigue doesn’t just lead to unsubscribes and spam reports; it can also result in significant financial losses due to:

• Increased Compliance Risks: Non-compliance with regulations can lead to penalties.
• Reduced Engagement: Once a consumer disengages, they are less likely to re-engage with the brand.
• Lost Revenue Opportunities: By not optimizing send frequency, brands may miss out on potential sales.

Consumer Email Behavior

Preferred Communication Channel

Despite the proliferation of new communication channels, email remains the preferred method for receiving marketing messages. It provides flexibility and control, with consumers checking their emails at least once daily.

Frequency of Emails

While consumers appreciate email as a medium, they set a limit on how many they are willing to receive:

• Optimal Number: Consumers report feeling overwhelmed after receiving more than five emails per week from the same brand, but this isn’t guidance for brands. Use your data and DESelect Engage to determine the optimized number of sends.
• Engagement Timing: Most consumers check their emails in the morning, aligning with traditional B2B email strategies.

Strategies for Reducing Marketing Fatigue

Personalization

Personalizing content based on enriched data can significantly reduce fatigue. Consumers are more likely to engage with content that is relevant to their preferences and behavior.

Send Frequency Optimization

Brands should experiment with different send frequencies to find the optimal level for their audience. Some may find they can send more emails without negative repercussions, while others need to scale back.

Handling Unsubscribes

Brands must respect unsubscribes promptly. Continuing to email after a consumer has opted out is a quick way to damage trust and increase spam reports.

DESelect Engage: A Solution for Email Optimization

What is DESelect Engage?

DESelect Engage is a solution designed to address the challenges of marketing fatigue. It helps brands optimize their communication strategies by:

• Managing Send Frequency: Ensures messages are spread out appropriately.
• Controlling Saturation: Prevents over-communication and maintains a positive customer experience.
• Complying with Regulations: Helps brands stay within legal boundaries and avoid penalties.

Customer Success Story: The Brain Tumor Charity

One of DESelect’s notable clients, the Brain Tumor Charity in the UK, has used DESelect Engage to significantly improve their email strategy. By optimizing send frequency, they have seen increased donations and a better understanding of their audience’s needs.

Conclusion

Marketing fatigue is a serious issue that can lead to lost revenue, damaged reputations, and compliance risks. However, by understanding consumer behavior and optimizing email communications, brands can maintain high engagement and build stronger customer relationships. DESelect’s marketing optimization platform offers the tools necessary to navigate this complex landscape and ensure success in email marketing.

If you’re interested in learning more about how DESelect can help your brand, feel free to contact us. We look forward to helping you optimize your email marketing strategies!