Fight Fatigue

Spread it!

Email This

Yesterday’s post reminded me of some statistics I read in a recent Forrester Report about email, industry and a term they coined as Email Fatigue.

According to the seven industries measured in the report, promotional emails are the most common type of marketing emails sent – some 244 billion will be sent this year. This figure compares to the over 78 billion email newsletters, 51 billion transactional emails (including marketing messaging) and 45 billion messages triggered by consumer behavior on a website.

To remedy email fatigue, Forrester suggests a tighter alignment with messaging and consumer behavior – for example, newsletters should be more action-oriented. Marketers need a stronger connection between their news and their recipient’s preferences, marketers should also include clearer calls to action that push toward brand interaction.

These stats confirm the Yogi’s mantra of Creating Interactive Conversations… there'll be no stopping him now! :0)