If inbox fatigue is something you recognise, like thousands of others you’re probably unsubscribing from newsletters and spam mail every day. Which is great for reducing inbox anxiety, not so great if you’re sending a newsletter you want people to read.
EMAIL FATIGUE AND ANXIETY IS REAL
Just facing the daily demands landing in your mailbox can be enough to create real stress, giving you an abundance of the stress hormone cortisol. With high pressure jobs – often those at the top, the very decision-makers you want to reach – the inbox can become a place of genuine fear.
Email triggers a fight or flight response – with recipients often feeling pressure to respond immediately
Inbox anxiety is a very real thing. Apart from the fact that monitoring your inbox and just keeping on top of emails can actually suck your entire day away, there’s a particular stress related to the onslaught of demand that comes with it.
Email triggers a fight or flight response – with recipients often feeling pressure to respond immediately, or worry about it instead, and a head full of unanswered mail isn’t going to feel clear and productive. It can also lead to stress, waiting for your own responses. Communication is great, but it brings its own challenges.
By the end of the day, exhausted recipients can’t even face looking at email because of the stress response – I know one guy who is having CBD at the moment and working through this exact thing.
So – sending regular newsletters to keep people engaged with what you’re doing might feel like a great idea (and in fact if you’re getting it right, it really can be) but honestly, you could just be another brick in the wall.
SO WHAT CAN YOU DO INSTEAD?
Obviously, there’s your blogs and social media.
We’d argue that if your audience isn’t already engaging with these anyway, they’re not really interested in you. So this stuff should be a given, including the option of including targeted ads/sponsored content. Get some decent regular blogging going, and use your social media effectively.
Hold live events.
Give people something to connect with, an engaging speaker that leads into your own activities, or simply a softer networking approach. Nothing beats good old f2f.
Got a national audience? How about an actual printed magazine?
We’re seeing this is a massive growth market at the moment, in-house editorial magazines – with advertising in the magazines being offered to the client’s strategic partners as a way of cementing the relationships, not to drive revenue. Client impresses own client, receiver gets nice thing to read on the train or loo. Branding a go-go. Win win.
Single long form articles are on the increase too.
So instead of sending a jumbled roundup of your weekly activity, blogs etc, hit them between the eyes with a single item really good read. Something they’ll look forward to, maybe on a Monday morning or Friday afternoon.
Say, like a quality piece of leadership advice or thoughtful strategy that lands every week. This is better for those wanting to ramp up their entrepreneurial chops and be seen as *the* expert in their field. Good for creating discussion too.
Yeah, we got tons. But maybe you should ask us and we’ll have a chat.
IF YOU’RE GOING TO DO A NEWSLETTER…
Stop rounding up your own news and expecting everyone to find it fascinating. Do you honestly think they care about the new wing, or Bill in accounts completing a marathon?
1. Firstly, stop rounding up your own news and expecting everyone to find it fascinating. Do you honestly think they care about the new wing, or Bill in accounts completing a marathon?
2. Real stories will engage your readers. Try bite sized content, magazine formats. Make it something they actually want to read?
3. Special offers still attract, assuming your readers actually want what you’ve got. If they don’t, you’re doing something wrong.
4. Create a decent subject line that will attract attention and create desire to open.
5. Keep it simple, for the love of all things sacred.