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How to Avoid Digital Marketing Fatigue

Posted by Chris Winter on Nov 30, 2016 11:31:17 AM

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Finding it difficult to keep customers engaged with your messaging? While the loss of subscribers over time is inevitable, you need to identify ways which can help to minimize this churn. It is critical to know at what point customers will fatigue and to have a strategy to reengage them.

 

Tenure & Fatigue Analysis

The degree of marketing fatigue depends on numerous factors such as the industry, the segments, the type of emails and campaigns, and of course, it depends on the individual consumer as well. Many people have their inbox flooded, while there are those that don’t.

At Inbox Marketer, tenure and fatigue analysis is a critical part to effective messaging. We look at the changes in messaging metrics over the length of the tenure, compare active, inactive, and lapsed customers, and compare differences based on tenure lengths with respect to campaigns as well as different groups based on their level of activity, demographics, etc.

Figure 1 below shows the change in email metrics over the length of tenure. By analyzing this data we can begin to determine the point of fatigue in the tenure length so that steps can be taken to reengage subscribers.

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By segmenting your subscriber base you can see whether certain types of campaigns are more consistent in maintaining engagement through the tenure length or whether certain customers remain interested longer than others. Overall tenure and fatigue analysis helps identify ‘low hanging fruit’ to target, and which campaigns have consistently high engagement. By identifying those inactive or lapsed subscribers you can create a treatment plan that focuses on reengaging these lapsed subscribers. 

 

Reengagement Campaigns

According to a study by Salesforce, 63% of marketers surveyed said that re-engagement campaigns are “very effective.” And a study by Return Path found that 45% of recipients who received win-back emails read subsequent messages. By sending your inactive subscribers a re-engagement email or series, you’ll learn who’s still interested in your brand and you may even generate some immediate sales. The worst case scenario is that you may have to remove inactive subscribers from your list, which, is also a positive as keeping them on can hurt the deliverability of your email programs overall.

 

What Tenure & Fatigue Analysis Can Teach You

Inbox Marketer’s Tenure & Fatigue Analysis provides a detailed look at the tenure of subscribers to provide a visual and easy-to-comprehend analysis of key trends. By providing tenure curves, a breakdown of active/inactive subscribers, and an overview of fatigue/churn rates and overlaying past email results you can gain key insights that can help optimize your subscriber engagement. Takeaways can include:

  • Insights that can help optimize and increase engagement.
  • A more nuanced, purposeful way to deploy emails.
  • Insights to help create a more effective email life cycle that factors in changes over time.

While the engagement funnel always has leaks, with detailed analysis these leaks can be minimized for an efficient and effective email program. Learn more about Inbox Marketer’s Analytical Services.

 

Topics: Digital Marketing, email engagement, Reengagement Campaigns

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