Let’s face it, we had enough. Enough Zoom calls, enough social distancing, and even too much email in our inbox. With the onset of the pandemic, some companies doubled down on email marketing while others dialed it back.

The thing is, humans are super sensitive to everything right now. They are scrutinizing their experiences, online and offline. We need to wear masks in public, stay six feet away from others when in stores, and worry about getting all of our food when we get take out. What is something is missing and I do not realize it until I get home?

When it comes to email, I know that I have found myself looking at emails in my inbox and saying, when did I sign up for that? I do not remember signing up for that. Then there are the emails that are no longer relevant to me. Maybe six months ago, I would open them, but not any more. I am ignoring many emails nowadays. Also, I have said that I would go back and read some emails later, but forget to do so.

In some ways, I feel bad for ignoring emails from brands I like, but I just do not have the time to read them. Other times, I am not in the market for what they are offering.

I have found though, if the email is short and provides me with helpful information, I will read it and sometimes, I might actually buy what they are offering.

That is the key! Fight the fatigue!

You need to keep your subscribers engaged with your emails for a few reasons.

First is the ISP algorithms. When you send emails, they are scrutinized before they hit the inbox. You are being “graded”. When you send bulk emails to an email provider like Gmail, Yahoo, or even a company email, it is analyzed for content and reputation.

If you have spammy content or link to a nefarious website, your email may be blocked or sent to the spam folder.

If engagement is low for past emails you have sent to recipients, you will also find that more of your emails go to the spam folder. This is because the “grade” you have with that provider is low. People are ignoring, deleting, unsubscribing, and marketing your emails as spam rather than opening and engaging with them. This hurts your domain reputation (grade). Make sure that you are doing everything you can to get your subscribers to engage with your emails by opening and clicking.

Second, you needs your subscribers to look for your emails and not second guess opening your emails. This will help with the algorithms and boost your “grade”.

It starts with the subject line. It needs to be compelling and match the content in your email. This is what gets people to open your emails.

Use action words like Act Now, Flash Sale, Limited Time Only, This Won’t Last, Ends Tonight, and more.

Also use emoji in your subject line or pre-header to stand out. Make sure that the emoji is related to your content and do not overdue it.

When done correctly, your emails will stand out in the inbox.

Third, to help reduce fatigue, give your subscribers snack-able content. Something short and sweet that will help them. What is your offer? What valuable content or information can you share?

Every now and then, try sending short emails, maybe even text only, to help with readability and engagement. Empathize with your subscribers and call out the elephant in the room. Let them know that you understand that they might be receiving too many emails, but you want to be that shining star in their inbox. Be their savior.

Overall, give your subscribers something to desire and easy to read. We all want to escape reality right now. We need inspiration, love, and a great deal! It is your job to give it to them or fall victim to email fatigue.

Marketers plan to reduce marketing spend in H2 of this year. This is your opportunity to stand out more, and make a difference in the inbox! Your reward will be better results and more profits.

Try something bold and new. See what resonates with your subscribers. If you are doing what you normally do, you will see lackluster results. I know that I have noticed many brands make a pivot with their marketing, and now it is your time to show us what you have up your sleeve!


  • Hank Hoffmeier

    Hank is an author, speaker, podcast host and Sr. Manager of Marketing Operations at Kickbox, a Ziff Davis company. With a passion for all things digital and social, combined with more than 25 years of experience in sales and marketing, he has been dubbed the Digital Marketing Infotainer because he makes marketing fun and successful. 

    https://hankhoffmeierllc4630.live-website.com hank@hankhoffmeier.com Hoffmeier Hank