Avoiding email fatigue


With an increase in email marketing there is a question of how frequently emails should be sent to maintain customer engagement and interest. Companies want to keep their customers up-to-date but at what point does the customer turn-off? What is the balance between frequency and staying fresh? Unfortunately, many companies fail to recognise the symptoms of email fatigue until a large amount of their database has been lost.

An article by marketing veteran Dave Lewis, in 2009 identified the process that a customer may go through: "You've ordered from a company a few times during the course of a year, and now that you are on their general subscriber list, you are receiving weekly, or even daily, emails from them. In the beginning, you open each one, but since most of the emails aren't of interest to you, and they come so frequently, you start to ignore them. Whether or not you are still interested in their products, you are becoming disengaged with the brand because of the irrelevance and frequency of their messaging - not the quality or usefulness of their products, necessarily. After a while, you have to delete a chunk of email from this company whenever you check your inbox. And eventually, you decide that the time has come to unsubscribe or hit the spam button and take care of the problem permanently." This of course can be adapted to the B2B environment too.

MIG specialise in utilising customer databases to inform customer engagement. Combining email statistics with customer behaviour will provide all the information you need to optimise email marketing. For example, past email activity and customer responses can be analysed and determine the optimum number of emails an individual responds too before they lose interest.

It is likely that you have access to all this information and data but it has not yet been integrated. MIG can help you create that Complete Customer View. If you would like to know how please contact client services on 0800 031 9679 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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