Avoid Email Fatigue

If junk email frustrates you, you’re not alone. According to Jupiter Research, 60% of email users said that if they don’t find email from a business relevant they will immediately unsubscribe. This means you have a limited time span to get your message across and you must find a way to be relevant in each and every communication.

Email fatigue refers to the burn out that happens when people see nothing but sales and promotions in their inbox. This doesn’t simply refer to spam, it includes getting constant sales blasts through lists they initially opted into. Email fatigue is a problem because it reduces the effectiveness of your email marketing campaign. It can also generate spam reports, which might get you in trouble with your email marketing program.

You can avoid email fatigue by keeping your email messages completely relevant with the original purpose of your list. For instance, if people signed up for a monthly newsletter don’t send them weekly emails of any kind. Respect the reason they originally entrusted you with their email address.

Another step you can take is to balance marketing and information in all of your communications. It is great to give clients a special email-only promotion. This can improve the open rate of your email campaign. However, you should dedicate most of your efforts to sharing information, giving tips and asking for opinions.

Email marketing can be a very cost efficient way to get your message out there. There is no postage, you can find free or inexpensive programs to facilitate your efforts and you lose nothing in printing cost. Just remember to be responsible with the trust of your clients and give them a reason to open your email each and every time!


My belief of what an advertising agency should be providing their clients is simple. Innovation, expert advice, strategic planning, development and execution and bottom-line accountability. Our only goal is to make our clients more successful, but success in my eyes can only be judged in one aspect, revenue. At the end of the day increasing revenue is what our job is predicated on.