For nearly a decade, pundits have been talking about the decline of advertising in terms of impressions and clicks. If you’re looking around the room, don’t –I’m talking about you, the reader, and rest assured, I’m referring to myself, too.
We see ads on every bus stop, unobfuscated building and even grocery bags. I remember when QR codes were all the rage, touted as some novel way to engage with brown paper grocery bags that were being marked with them. Thankfully, that didn’t take off. However, ad-blindness, or the over-saturation of advertising, has created downstream problems for email marketers: we, and the people we’re aiming to reach, are receiving far too much email in our inboxes.
According to a Radicati analysis, the average person receives between 120 and 130 emails per day. Ponder that for a moment. Between the massive volume of work emails, personal emails and, you guessed it, marketing emails, our eyes are saturated with copy 24/7, whether we’re actively looking for it or not.
The downfall of this inundation is that the most important bit of that copy may at times go unnoticed by both recipients and marketers. I don’t blame recipients — they certainly have their work cut out for them considering how many emails they slog through to find genuine content that genuinely engage them. Another way to think of this is how one writer put it when pontificating on the decline of joy in advertising: marketers have forgotten the pleasure principle.
Surprise and delight
Read more here: https://marketingland.com/why-nothing-matters-more-than-your-emails-subject-line-249527