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Three Ways to Combat E-mail List Fatigue

February 2007 By Lisa Yorgey Lester
Are your e-mail response rates starting to flag? If so, your list might be suffering from fatigue—a symptom associated with over mailing a file. In its whitepaper, Email 2.0: How to Optimize Your 2007 Email Marketing, Atlanta, Ga.-based direct marketing services provider Response Media suggests implementing the following three strategies to tackle this challenge.

1. Consider the big picture. Look at both your offline and online data to determine exactly how many touches your customers receive. According to Response Media, one marketer discovered that excess postal mailings were driving higher e-mail unsubscribe rates.

2. Segment out non-responders for reactivation. “Subscribers who are consistently unresponsive can be targeted for re-engagement via alternative contact channels,” suggests Response Media. If these subscribers continue to be non-responsive, consider placing them on a separate list that either receives fewer e-mails or stops receiving them altogether.

3. Give them another option. Ask customers who’ve clicked your unsubscribe link if they’d prefer to reduce the frequency of e-mails rather than opt out of your e-mail program entirely. “Customers who choose to stay on your list indicate they are willing to continue to be contacted—just remember to abide by their contact preference,” writes Response Media.
 

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FROM THE BOOKSTORE

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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Available as a PDF.<BR> <BR>A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely. <BR><BR>That’s the focus of this new guide to email marketing, with articles devoted to best practices for prospecting; continuing to build and refresh your opt-in file; how social and email work together; generating relevant content; keeping your messages safe from spam filters and junk-mail folders; and more. <BR><BR>Are you searching for ways to create stronger email marketing campaigns? <BR><BR>The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about how to create top-notch email marketing campaigns for years. <BR><BR>We’ve compiled this information and made it easy for you to find all in one place, with our easy-to-read report – <EM>Email Marketing That Works (2nd Edition)</EM>. Email Marketing that Works (2nd Edition)

Available as a PDF.

A guide to prospecting, lead generation, building an Opt-in database, tracking, social media integration, deliverability, mining content and balanced creative. While email marketing has reached maturity, there’s still plenty of life in this channel — if used wisely.

That’s the focus of this new guide to email



...

ORDER NOW

 

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