Conquer Mail and Message Fatigue

Emailers and messages are one of the most used and to be honest, the most tested way of marketing across the industries and it is leading to a very large number of mailers dropping in, not only your’s but everyone’s inboxes (and other tabs of your mail).?

And if you are a clean inbox fanatic, it is a big problem for you and everyone like you.

Data is important, it is the new gold in this Information Age and everyone wants as much as of it.?

Every brand and company is looking to acquire as much relevant data as possible. WHY? It is simple, you are the potential customer! Means you are business, which means your information is money for them.

Those times are long gone when brands and companies used to spend the majority of their budget on advertising in magazines and newspapers and billboards etc.

Yes, companies with verryyy deep pockets still do that, but that budget and companies who rely on that marketing (ATL and BTL Advertising) are very limited now, and that too with a very limited budget (But it is still a huge budget as they got deep pockets).

Now! Coming back to the topic.

Everyone is sending out messages be it mailers or messages and it has started to anger and frustrate your TG/Prospect.

The reason is simple, there are 100s of messages and?emails they are getting each and every day.

So! They have started to unsubscribe your mailers or worst putting you on the spam list.

And thanks to new smartphones your messages can also be sent in spam folders directly.

And you (as a marketing professional) will be wondering why my OPEN RATE is getting low or why I am not getting as good of CTR as before?

It is simple you are being the victim of Contact Fatigue.

So!

What is the workaround?

• Data Filtration (Inactive Data)- For starters, you need to filter your data. Get your analyst on work and filter out the mailers and numbers which are not opening your mailers or unsubscribed your mailers or messages. Once you got those in a different sheet, you can now use that data for CRM marketing or in simple words, re-marketing through display ads on social media.?

Because they may have unsubscribed you, but they could be a potential buyer of your product or service. Just stay there in their mind and they will get back to you whenever they will need you, else your competitor is going to capitalize on your absence in their minds.

• Data Filtration (Use the Active Data) - Now you are left with the data that is still engaging with you. Now you need to determine at what stage of the user journey those people are and create different mailer and message campaigns for each stage. Here you need to be specific and precise with your messaging, to point out that you are their Knight in Shining Armour, and you are the one who has the product or service to solve their problem.?

An Important thing here is to do before starting your campaigns is to know what the pain points these people got! Why? There has to be something, that prevented them to buy your product or service in beginning itself, and you ain’t going to get the conversion until you solve that riddle.

• The Pack Rule - Instead of relying on personal messaging like SMS or emailers, what you can do is lure your data to small communities, where can interact with like-minded people and one of the most successful way to do that is groups on different platforms. There are three platforms going around like anything these days, WhatsApp, Telegram, and Slack. Check the platform where your TG is most active and get building there, you can start with some small offers and then build it from there.
• New Technologies - We all know that this is the era of innovation, and innovation in communication and technology is leading the front in this age. Browser Notifications, App notifications and now RCS business messaging (enables you to send multimedia-rich SMS to your TG) are getting a lot of traction in marketing across the sectors.

So, these are a few tips, Try some and let me know your progress!!

Till the next time!!!