3 Ways to Retain Email-fatigued Subscribers
If you're like me, you meet the start of each new year with some mixed feelings. True, the turn of the calendar brings new opportunities and 12 months'-worth of untapped potential. But as soon as we're done celebrating the conclusion of another busy holiday season, marketers have to face our next challenge: The New Year's Purge.
Lots of people feel compelled to clean hypothetical house at the start of each new year-purging clutter, conquering unhealthy habits, and even opting out of emails from the brands that crammed their inboxes in December. That makes January a dangerous time for modern marketers.
Of course, with the right strategy, brands can deal with this detox mode—and make sure their messages aren't lost in the clean sweep. Here are three ways to make the cut, and continue to connect with post-holiday email fatigued subscribers:
1.Share content that shows you can offer more than savings. To avoid being caught in the post-holiday cut, front-load your January messaging plan with communications that go beyond coupons and deals. If I'm paring down my subscription list after a major purchase or buying season, the brands that offer me valuable content along with their offers are much more likely to make the cut. In the wake of the holiday crunch, most consumers are less interested in "save big, limited time, act now" messages. They may not need anything from you right now—but they're still looking for content that offers relevant and sharable industry insight, inspires positive change and builds continued trust in your relationship. It shows subscribers you value them even when they're not in active purchase mode—and that goes a long way toward encouraging retention.
January is the time to show your brand's worth as a long-term investment. Offer a free e-book or whitepaper sharing projections or trends to watch in the new year. Or, if you cater to a B-to-B audience, push out research findings they can share with their own customers. Use these weeks after the holiday to position yourself as a thought leader in your industry or mindspace.