Is Email Fatigue an Issue?

 Is Email Fatigue an Issue?

It’s not that consumers are tired of emails, they are tired of emails that aren’t relevant to them. Email remains one the most cost effective ways to reach customers and to drive loyalty. And according to reliable email experts at Return Path, most consumers are not tired of receiving email.

Of course, common sense also tells us that consumers have limits, so it’s important to find the right balance. Because Mitchell 1 SocialCRM now sends several automatic recurring campaigns, you can send fewer additional email blasts in order to stay in touch with your customers. Studies reveal respondents who do opt out of email did so because mailings were: 1) too frequent, 2) too general, 3) or both!

At Mitchell 1, we know first-hand that the more targeted the email campaign is, the more effective it will be, and the less likely a consumer is to unsubscribe.  The great news is that sending automated targeted campaigns on the shop’s behalf is what we do best. So if you’re sending additional weekly email blast promotions to your customers, you may want to look at the suggestions below to ensure you get the best results from your email marketing efforts.

Is Email Fatigue an Issue? Answer: Only if you overdo it.

Suggestions For Not Over-Soliciting

  • Look at the Customer Details screen to judge the total frequency of emails
  • Review your email campaign results and drop the less effective ones
  • Ask your support agent for an Unsubscribe List to see who is unsubscribing
  • Call a good customer from the unsubscribe list and ask them why they unsubscribed
  • Consider using Recommendations more often in order to send more targeted emails
  • Because Promotional Email Blasts tend to be less targeted and therefore at greater risk of creating unsubscribes, consider limiting them to monthly or quarterly (such as seasonal campaigns)
  • If you’re doing weekly email blast promotions, consider that doing fewer campaigns can actually raise the overall effectiveness of your emails




Posted in:
About the Author

Brian Warfield

Brian Warfield is a Senior Product Manager for the Mitchell 1 SocialCRM product line. He has been in the automotive software business for over 20 years and has earned a degree in Marketing from the University of Cincinnati Business College.