You’ve seen your own inbox lately, right? Whew! Competition for subscribers’ attention has always been high, but 2020 has put email volume in overdrive. Unfortunately, “too many emails” is still the #1 reason people unsubscribe. No worries—there’s one ridiculously simple tip to avoid the email noise and make your subscribers happy.
Why email volume is reaching new heights
Email volume has steadily been on the rise over the years but has exploded in 2020. About 54% of companies expect to send more emails this year than last. We’ve already seen evidence of this.
Remember the onslaught of emails about COVID-19 precautions? Even from brands you haven’t heard from in years, if ever? And then there were the emails addressing the social, economic, and political unrest 2020 has thrown our way.
You know subscribers are feeling overwhelmed when email—the “grandpa” of the digital world—makes it over to pop culture and becomes a meme.
Oh sweet, I was wondering how every corporation I've ever given my email to was handling COVID-19.
— Jason Mustian (@jasonmustian) March 13, 2020
And all of the social distancing we’ve been (and still are) enduring has only made matters worse, forcing businesses and consumers alike to go virtual. Many businesses are building their first digital storefront, and there’s been a surge in first-time online shoppers.
Record job losses have also put greater economic strain on both businesses and consumers. Around 40% of US consumers have cut back on spending, especially on nonessentials.
Companies are looking for the most bang for their buck, and email’s ROI of $36 for every $1 spent is unrivaled. So businesses are leaning more heavily on email and amping up the volume to compete for subscribers’ attention and their wallets.
Even the most patient and understanding of subscribers are getting fed up, though. So what’s an email marketer to do?
The #1 thing to consider before sending an email
Before you hit send on your next email, consider this:
What if this was the last email your subscribers received from you?
So simple, but so powerful. This one question alone can help you avoid adding to the email noise and instead focus on the marketing triple threat:
- Right content
- Right audience
- Right time
Think of the last impression you might leave on someone before they unsubscribe. Are you going out on a high note? Are those unsubscribes worth the content you’re sending? Then you can determine if your email really needs to be sent to a particular audience, if at all.
A great relationship with your subscribers should always be at the center of your email marketing program. Without that, you wouldn’t have an email marketing program at all.
We’re now right in the middle of the holiday season—and peak email sending time. So who’s doing holiday emails right and leaving you with a great impression?
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