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Are You Inducing Marketing Fatigue Into Your Buyers’ Minds?


APRIL 2017

A friend of mine once suddenly blurted out, “If I see another marketing email, I swear, I will never visit that site again!” He was doing some research on an article and before I had the chance to relax him, he had already clicked the delete button. It caught me by surprise because I almost had the exact same frustration a few months ago. Why are websites desperately trying to entice readers to subscribe to an email or do some form of action after visiting and then send visitors a ton of email? Is this the reward readers get for giving sites their much needed hits? Are we bombarding readers with too many emails that they are showing signs of marketing fatigue? What if  one day, consumers totally steered clear of all forms of digital outreach tools, promotions and ads?

Fortunately, marketers can still make a change to combat marketing fatigue. Here are some great content marketing tips:

Use a highly personalized and relevant approach

Lessen the pressure on the consumers and make them believe they are not obligated to do anything. Not yet anyway. To do this you need to manage relevance. Use all the means you have at your disposal to get the whole picture of your target contact like demographics, buying preferences, online search behavior, etc. Once you have these, you can start with a more relevant and personal subject line.

Focus on the message

Once a consumer gets to open the message, it’s your one chance to make him read on. Make it relevant because once he finds out otherwise, the damage done to your brand will be hard to reverse. So based on your attractive subject line, construct your message with quality content and the expected relevancy of your reader. Show your interest in helping the reader with what he needs so he finds out that what you’re offering is of great value to him. If its’s meaningful, relevant and useful, he won’t hesitate to read even a long email.

Decide on frequency wisely

If a consumer gets 6-7 emails from the same company, offering the same product, using the same approach, surely you can imagine his annoyance. After sending the first email, he receives a second one within a short span of time offering the same thing. A third within the same working day – this is overdoing the follow-up. Give the first email some time to sink in with the recipient. You have to build trust first like asking permission to connect. Once you’ve established trust and relevance, marketers can increase the volume only to a certain point. Provide well-meaning relevance and consumers will want to read on and anticipate your next email.

Check your campaign goals

Your company’s KPI could be just a bunch of indicators that don’t really have an effect on actual sales numbers. This may only be a waste of budget. Refocus your leads with good quality content rather than more generic and non-personal emails that don’t really convert.

Give training to your team

It’s not just hiring your team and then leaving them with information material on their own. You need to practice them on all the possible scenarios when an email is answered or when a  caller is interested. It’s sales skills disguised as customer service! Yes, they understand your business, but without personality skills like listening, questioning and conversing, they won’t be able to connect to your consumers.

Keep it simple

If all else fails, you can always go back to the basics. Use a simple but fun approach to make your readers’ effort kept to a minimum. After scanning through your simple email, you may get the least negative result.

So maybe you are indeed inducing marketing fatigue to your buyers. Well, it’s never too late to re-evaluate your strategies and take these great content marketing tips. Focus on message relevancy to try to improve the relationship you establish with your consumers. Make sure the relevance indicator is high so you can adapt a different message form, create high quality content and send out emails at appropriate times. Because for sure, marketing fatigue has started with our already weary consumers.


Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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