Inboxes Are Flooded
Unless you're an inbox zero type of person and can't stand a hovering notification, chances are you have unread marketing communications collecting dust. In fact, 40% of consumers have a least 50 unread emails at any given time in their inbox
Across industries, brands tend to over-message. In the chase to hit YoY numbers and hope that someone eventually converts, brands say “hi” just a little too often for most customers’ liking. This overexposure to brand messaging often results in email fatigue: unsubscribes, disengagement, or even marking these legitimate messages as spam. Customers that eventually churn then enter the difficult cycle of re-acquisition, which is a costly process for brands.
Marketers need to prevent email fatigue if they want to preserve their customer-brand relationships and drive the utmost value from email. To do so, it’s time to trade repetitive messaging and basic segmentation for AI-powered personalization.
Traditional Segmentation Doesn’t Prevent Email Fatigue
When brands find themselves sending customers multiple emails a week, the first strategy they often turn to is segmentation. While relevant content does decrease the need to inundate customers with messages, segmentation and basic personalization tactics simply aren’t enough:
- At its core, segmentation is based on assumptions. Customers that become associated with basic demographics—such as gender, location, or age—all receive the same messaging as everyone else listed in that category.
- Generic content often results in brand-centric messaging, rather than content that emphasizes and highlights the customer’s preferences.
Because segmentation tends to be broad, brands still end up over-messaging their customers in an effort to drive engagement and conversions. Even though marketers know that customers are far more nuanced than what typical segmentation represents and want to make each of their thousands of customers feel like an audience of one, it simply isn’t possible through traditional methods.
Creating a few different messages for every campaign is one thing, but a completely individualized message for every customer is an impossible task through manual effort. This is why marketers need to leverage their martech stack for scalability. The key tool in that ecosystem? AI.
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