Why do we send marketing emails? Educate, inform and engage our subscribers. How often is too often Emily loves email. In fact, she runs a company whose main customer contact is through email. Her inbox overflows on weekends. During the week she tries to dig so she can stay on top of business, but it’s always a challenge. Last year was Emily’s 30th college reunion. After giving a modest donation, it seemed like every day they had a new update for her. student activities Alumni Awards. Sports statistics. Cafeteria menus? After a month of the deluge, Emily had enough and unsubscribed from her. Emily is not alone. The number one reason people report unsubscribing from email lists is that they get too many emails in general.
Consider an alternate ending for Emily’s story. What if, at the end of the fiscal year, your school had sent you an update, the 10,000-foot view of what’s happening at your school, including a reminder about the tax deductibility of your latest donation, some statistics about the last year’s fundraising campaign? and an appeal for repeat donations. Would she Bahamas Email List given her back? Unfortunately, Emily no longer receives her emails, so we’ll never know. Emily had a full case of email and brand fatigue. Had the marketing team picked up on the symptoms a little earlier, noticing her lack of engagement with emails and slowing down the cadence, Emily would have been another regular giver.
Mark, On The Other Hand
Attended the same school as Emily but graduated 50 years ago. Mark is retired, and even though he lives on the other side of the country, he enjoys reading about what’s going on at his alma mater. He sends in a sizeable monthly contribution and the regular updates give him a sense of community that he values. He also likes to see where his money goes. And he has time to read the updates they send. Unfortunately, just like when he sends his email, there is no one-size-fits-all approach. Also, neither Mark nor Emily bother to visit their “Subscription Settings” or even know they exist. They are donors and magically, they started receiving emails. There must be a better way.
Customize your frequency with AITo To fully optimize your email strategy, you need to keep in mind that some subscribers don’t want to hear from you as often as others, and that’s NOT a bad thing. If you use HubSpot, you already have the data you need to identify email fatigue and how often each subscriber would prefer to hear from you. With Seventh Sense’s new engagement classes, you can automatically choose which subscribers should receive your email with the click of a box.Scheduler.gifSeventh Sense’s machine learning system determines if a subscriber is getting hot, staying at an average level of engagement, getting cold, or completely offline.
Plus, You Can Now
See your entire audience in one snapshot to understand the level of engagement as a whole. Audience engagement graph.gifOften a little break is all it takes to pique a subscriber’s interest again, where only your most enticing content or promotions, deep product discounts, year-end recaps, etc. will be sent. Going the extra mile to customize delivery frequency can have profound effects in the fight against email fatigue. In a HubSpot case study, Imagine Business Development doubled their engagement and conversion rates and decreased website bounces from email marketing by 33%. Imagine Business Development also wrote a more detailed post on how they did it.
