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Email
Overload Stressing Out Consumers
The fear of Friday the 13th is called
"paraskevidekatriaphobia." Luckily for email marketers, there is no
scientific term for email phobia -- not yet, anyway. Emails are a daily
stress-inducer for most consumers, but limiting the frequency of checking email
throughout the day reduces psychological stress and increases greater
well-being, according to a 2014 research report by the University of British Columbia.
Employees who receive after-work emails and phone calls are
also more likely to suffer from negative health effects that include insomnia,
anxiety, headaches, fatigue, and digestive issues, according to a recent study
conducted by the German Society for Labour, Industrial and Organizational
Psychological Research study. And a 2012 study by the University of California
at Irvine found that people who do not check their emails for an entire work
week see positive health benefits that include more natural heart rates.
Gabel, an Italian textile company, revealed to the BBC that
it would ban company emails this week to help reduce stress. Should email
marketers be concerned about email's correlation to stress, and what can they
do to mitigate its effects?
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Although most studies point to internal company
communications as the main stress-inducer, frequency is an important factor.
“Email overload is real,” agrees Victor Amin, data scientist at SendGrid.
“Consumers can’t always keep up with the bombardment of email marketing
messages in their inbox. Marketers need to be careful not to fatigue their
recipients.”
“You should send multiple emails per day only rarely, and
only to recipients who consistently engage with your mail,” Amin says. “For
those on your list with low engagement, send less frequently. And, of course,
those recipients with no engagement shouldn’t be sent to at all.”
Technology market research firm The Radicati Group estimates
that 205 billion daily emails were sent in 2015, and that email frequency will
grow by 3% annually to surpass 246 billion daily emails by
2019. Increasing email volume means that email marketers are facing more
competition when trying to capture a consumer’s attention through their inbox,
but email marketers can decrease their spam rates by segmenting email lists by
engagement rate.
Vivek Sharma, CEO of Movable Ink, recommends that companies
look to personalization solutions to reduce email stress. “While taking a break
from email all together could be a good experiment to reduce stress in the
workplace, we encourage employees and marketers to follow this advice: strive
for fewer, but more highly targeted and relevant emails, to colleagues and
customers alike,” Sharma says.
A recent study by MarketingSherpa reveals
that consumers want to choose the frequency with which they receive email
promotions and updates, which may open the door to another strategy for
mitigating email stress.
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In addition to this blog, Netiquette IQ has a website with great assets which are being added to on a regular basis. I have authored the premiere book on Netiquette, “Netiquette IQ - A Comprehensive Guide to Improve, Enhance and Add Power to Your Email". My new book, “You’re Hired! Super Charge Your Email Skills in 60 Minutes. . . And Get That Job!” will be published soon follow by a trilogy of books on Netiquette for young people. You can view my profile, reviews of the book and content excerpts at:
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