3 Ways to Retain Email-fatigued Subscribers
2. Offer up custom content in bite-sized pieces through an automated series. It may seem counterintuitive to create a series targeted to email-fatigued subscribers. But when strategically planned and well executed, an automated series shows consumers you have valuable information to share—and that you know how to break that content down into bite-sized nuggets that won't tax their attention, their schedule, or their inbox storage capacity.
Start by choosing an umbrella topic relevant to your recipients' business objectives. You can probably look to your own first quarter plan for great ideas on content that will resonate with your audience—think "organization" and "optimization" to start. Those concepts are practically universal this time of year.
After you've determined what you want to highlight in your messaging, create a schedule of topics and their timing. For example, you might send four to six messages every few days. Or, you could share a weekly "Top 5 Tips for the New Year" countdown. The goal is to create meaningful, periodic touch points over the course of a few weeks to remind your subscribers that you're a valuable resource year-round—not just during the holidays.
3. Be content to communicate with customers on their schedule in the new year. After the holiday madness and messaging en masse, there's a very good chance your subscribers want to hear from you a little less often in the new year. The customer who wanted your sales emails twice a day in December may now feel harassed by that level of contact.
Consider offering a way for readers to manage their subscription preferences. An "all or nothing" model can alienate consumers who only want to hear from you on their schedule. Instead, build some flexibility into your subscriber services and allow customers to deal with their new year email fatigue by reducing contact, rather than eliminating it completely. Make it easy to "turn down" the conversation volume, but also continue to share valuable content on a schedule that appeals to each individual user.