Frequency, recency, and relevance
Recipients aren't opening your emails, or they aren't clicking on your links. Or worse, you're getting a lot of unsubscribes or complaints. Your email list is experiencing marketing or brand fatigue, and that is a big concern for digital marketing campaigns.
How can you prevent marketing and brand fatigue?
- use narrow segmentation, so that you can focus on providing highly relevant content to each segment of your list. This can be as simple as changing the photos, or as complex as completely different content.
- always make relevance a priority - make it your committment to reach your recipients on their own level, not try to bring them to yours.
- use clear and simple subject lines to help recipients identify that you are sending them relevant, personal content. Personalize!
- make your content clear and simple, and make sure that the call to action is singular and not confused with any other links that you include in your email. Don't make users try to guess what you want them to do, show them!
- consider seasonal trends and the calendar dates that are relevant to your audiences. Know when holidays or other major events may flood inboxes and move your messages down in the inbox. Don't try to swim against a deluge if you can wait it out.
- know what the email calendar is for your entire brand, and manage it to avoid brand fatigue. Frequency and recency issues from one internal group can also diminish the returns of other internal groups - manage your mailing calendar as an entire entity.
- always consider frequency, recency, and relevance as dynamic targets - if you are getting unsubscribes and complaints, change something!
- 3 tips from top leaders to beat content and social marketing fatigue (Social Knx blog, 09/15)
- Why noone pays attention to your marketing (Moz blog, 08/15)
- Message relevancy is key (Adobe Digital Marketing blog, 11/14)
- 5 rules to reduce marketing fatigue (Adobe Digital Marketing blog, 01/15)