Three Ways to Combat E-mail List Fatigue
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.