E Blasted
306.4 billion mass market emails are sent and received daily as of this year (2020). Don’t worry; we’ll give you a minute. Because if you haven’t heard that statistic before, it’s likely to floor you. Three years ago, 74% of consumers were already overwhelmed by “Email Overload,” according to a study released by Edison Software. In that same year (2017), the number of emails sent and received each day was 269 billion.
Since then, we’ve seen a nearly 14% increase in emails flooding both personal and professional inboxes worldwide. And that’s not even delving into how COVID-19 has pushed email to become one of the most used forms of communication. As the boundaries between homes and offices continue to blur, the fatigue caused by mass market emails is becoming an inseparable part of daily life, for both personal and professional inboxes.
Email: Dead or Dying?
Doubtful. We asked ourselves if people still want to receive emails anymore. On the surface, one might expect the answer to be no. But hold on—99% of consumers say they check their personal email every single day. Many mass market emails sent during campaigns will undoubtedly land in these inboxes. Even with an average open rate of about 15%, this doesn’t mean businesses should abandon email as a communication channel.
Rather, the challenge lies in adapting strategies. While some brands suggest switching entirely to social media messaging, there’s another way. A combination of targeted approaches and understanding email marketing challenges can transform your campaigns. People still want emails—but only from the right sender, with the right message.
Empathize, Then Engage
So, how can small business owners or entrepreneurs improve open rates for mass market emails? Essentially, it boils down to two critical points:
- Respect Your Audience. Details matter. For instance, keep your word count concise: 50 to 125 words boast a 50% email response rate. Also, make sure your emails are optimized for mobile devices. Over 70% of consumers read their emails on a mobile app, and just under 70% delete emails that display poorly.
Additionally, targeted campaigns begin with understanding your audience segments. Use tools to categorize subscribers based on demographics, behavior, or engagement patterns. Start by creating a clear goal for each email—whether it’s to inform, convert, or build trust. Personalized content that aligns with subscriber interests is far more likely to yield results than generic messaging.
- Deliver Value and Track Success. Quality over quantity wins every time. People unsubscribe when overwhelmed by frequent emails—69% of consumers have done so because of high email frequency. But relevance is key: use subscriber feedback, click-through rates, and open rates to assess the performance of your campaigns. Monitoring these metrics will help fine-tune your strategy and ensure emails resonate with your audience.
Beyond these basics, consider the longer-term performance indicators. Conversion rates, bounce rates, and subscriber retention provide a broader view of how effectively your targeted email campaigns engage recipients. With a commitment to tracking and adjusting, small improvements over time can significantly boost campaign performance.
Shifting to Targeted Email Campaigns
The key is to think strategically. A shift from generic mass messaging to targeted email campaigns can make a significant difference. By focusing on delivering value through relevant, personalized content, businesses can better meet their audience’s expectations.
For example, tailoring messages based on consumer preferences or behavior can increase engagement and reduce the risk of overwhelming recipients. This approach not only addresses email marketing challenges but also makes mass market emails feel more intentional and less intrusive.
The need for businesses to empathize with their audience has never been more critical in the digital space, where mass market emails often add to email fatigue. Success lies not in abandoning email but in refining its approach to make messages relevant and engaging.
By focusing on respect and value, companies can cut through the noise and foster stronger connections. Strategic use of targeted email campaigns that prioritize quality over quantity will not only enhance engagement but also position businesses to succeed in an evolving communication landscape.
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