Inbox Clutter Isn’t the ProblemClick here to see larger, printable version of this chart
The chart above paints a different picture. The top two answers both speak to the importance of the individual relationship between emailer and recipient. They identify relevance and campaign-level frequency as the top reasons for opting-out or simply ignoring a sender’s email. Only when we get to the third most popular response do we see overall frequency as the culprit.
The bottom line is that people are able to observe and process an immense amount of content on a daily basis. They’re able to identify relevant quality content regardless of the white noise surrounding it. Don’t let the myth of email clutter lull your organization into a belief that a decline in email efficacy is beyond your control. Useful links related to this articleNot a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!
More Research Data from Sherpa:
'Best Practices in Email Marketing Handbook'
The Practical Encyclopedia Of Email Marketing