3 Tips to Overcome Email Fatigue in the New Year
The start of a new year can bring many new opportunities for marketers. Unfortunately, this season of fresh starts also comes with its own set of unique challenges. Once the calendar flips to January, many consumers feel compelled to clean hypothetical house, purging clutter, conquering unhealthy habits and even opting out of emails from the brands that crammed their inboxes in December.
So, how can retailers deal with this detox mode — and make sure their messages aren't lost in the New Year's clean sweep? Here are three tips to help your business overcome post-holiday subscriber email fatigue:
1. Spotlight your most relevant, value-added content in January. For a brand to keep me around in the midst of the big January purge, I've got to see some real value. Now that we're past the holiday crunch, I'm less interested in "save big, limited time, act now" value. I'm looking for content that makes me feel smarter, inspires positive change and builds on the trust I've put in my relationship with your business.
Use January to show your brand's worth as a long-term investment. Share evergreen tips and advice that are related to, but not all about, your product or service. This is a great time of year to position yourself as a thought leader in your industry or vertical. The best way to accomplish that is to regularly share relevant content that first makes your subscribers click and then makes them think.
2. Create an email series geared toward making your subscriber's life a little easier in the new year. It may seem counterintuitive to create a series targeted to email-fatigued subscribers, but this tactic shows consumers you have valuable information to share — and that you know how to break that content down into bite-sized nuggets that won't tax their attention, schedule or inbox storage capacity.