More marketers than ever rely on email as a primary means of customer engagement. But think about your inbox: How many emails do you delete every day without bothering to open them? Consumers’ inboxes are saturated, leading to email fatigue: lower open rates and lower click rates.
Consumers also have learned to be wary about their data — many have become more cautious about opting in to mailing lists and are more actively unsubscribing from them. All of these factors make digital outreach alone a risky path for marketers.
