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Early signs of diagnosing CFS in your emails

Imagine you are heading back home all frazzled & jaded, and you get a promotional call from the same guy who’s been annoying you since a month. All you’d want to do is scream at the top of your lungs. Well, buyers undergo the same feeling when they get pestered with unsolicited emails in their inbox. Email Fatigue happens when the irrelevant emails are sent to consumers or sending out a bunch of emails frequently than expected.

So, how does a marketer diagnose that his/her email contains Chronic Fatigue Syndrome (CFS)? What are the early signs of email fatigue for the subscriber? Let’s advance to the Monks’ Monastery in order to identify the early indications of fatigue in your emails.

  • Substantial decrease in performance metrics–As an email marketer, if your email campaigns are suffering from sluggish email open rates & click through rates, then beware! Your emails are experiencing the chronic fatigue syndrome. It indicates that your readers are not interested in your emails, and you have to find a way out to improve your campaign’s performance. You could choose to disengage with inactive customers or deploy a re-engagement email campaign to improve your email performance metrics.
  • Upsurge in unsusbcription rate – Wrong message to the wrong consumers at the wrong time can only be termed as bizarre! If you are sending your emails without identifying the stage of the sales cycle your prospect is in, you’ll eventually see an upsurge in the unsusbcription rate. You’ve got to be serious here because your emails are suffering from fatigue. Consider creating short and concise automated emails, so that your audience can easily scan and click on what they’re most interested in.
  • Reduced calls to action interactivity – The irresistibly compelling CTA copy is the backbone of every email campaign. It is quintessential for you to nurse your emails as soon as you observe the reduction with CTA interactivity. If you are injecting your CTAs in the email as an image, your CTAs might not render well over certain email clients as they don’t display images by default. However, the renderability issue can be resolved if the CTAs are injected with the CSS.
  • Unengaged Subscribers – Everything in excess is not healthy, and the same implies to your emails. Frequent emails is one of the reasons your subscriber start to become inactive. Either tell your subscribers when to expect your emails or set a frequency accordingly. The right frequency will give your readers ample opportunities to respond to your brand.

Takeways

  • Measure your key performance metrics regularly
  • Send hyper-targeted emails
  • Maintain the right frequency
  • List hygiene is imperative
  • Take care of CTAs
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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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