list fatigue has become a real topic of debate among email
marketers. Some customers may not receive your emails because of spam
filters. Some do receive
your emails but do not open them because their mail account is
what about those people who don’t read your emails anymore because they
are no longer interested? Such customers do not wish to break all ties
however there is a definite drop in their interest level. This
called ‘email list fatigue.’ Though it is not possible to avoid
this issue, there are ways to counter its impact.
So, how does one deal with email list fatigue? For a start,
try to identify
your inactive customers within a certain time period, a year for
This period is sufficient to gauge the amount of interest your clients
shown in your emails. The number of emails sent during this period
on your emailing frequency. Let’s assume you send one email in a month;
this means you would have sent out a total of 12 emails in a year. Now,
a look at your customer data. Consider those addresses which have
all 12 emails. From these addresses, find the number of users who have
your emails and clicked on links. The customers who haven’t received
or opened your emails are inactive customers.
The point of identifying such customers is not to remove them
from your list
but to try and reactivate them. Take a look at some techniques that you
employ to reactivate inactive customers and counter email list fatigue.
1. Supply them with fresh
Fresh and high quality content is a must when you seek to
among disinterested customers. Put yourself in their shoes and come up
ways to evoke interest among them once again.
2. Limit the number of sales
It is acceptable to make subtle sales pitches with great
content, once in
a while. However, avoid making sales pitches on a frequent basis. An
of sales pitches will result in killing your customers’ interest in
3. Follow a frequency schedule
If you send more than one email per month, there is a
possibility that your
customers may feel overwhelmed. The best thing to do is send emails
have something worth communicating. Make sure you send a newsletter at
once every month. If you fail to do so, your clients may forget that
subscribed to your emails.
4. Use the same name and
address in the 'from' field:
Your clients will look the name and address in the ‘from’
and decide if they want to read your email or even open it. They will
the email, if they do not know the sender. So, avoid changing the
the ‘from’ field. If you must change it, then inform your clients
5. Make the subject line
Your subject line is the deciding factor when it comes to the
opening or deletion
of your emails. For this reason you need to create a subject line that
capture the imagination of your customers. If you can’t come up with
a creative line, consider hiring a professional to create it for you.
6. Let customers unsubscribe if
they want to
Let customers unsubscribe from your campaign, whenever they
want to. For this
reason, you should provide an unsubscribe link in all your emails.
no point in keeping disinterested customers on your list.
7. Give customers special
offers from time to time
Give your customers new and special offers at regular
intervals. You may offer
them a discount on products and services or even a free trial. For
if you have a book store, you can give your customers a discount on the
releases or bestsellers.
8. Keep taking new subscriptions
Regardless of how active your list is, don’t stop the inflow
subscriptions. This is because peoples’ interests change very swiftly.
New subscriptions will ensure that your list doesn’t become
due to a lack of interest on the part of your subscribers.
9. Change the day and time of
If you haven’t had much luck by sending emails on a particular
time, change both of them. It may or may not work but it’s worth a shot.
10. Change the format
You can also alter the format of your emails. If you have been
emails in HTML format, and they don’t seem to be doing the
can consider using the text format for a change. Of course, the content
links you provide need to be a lot more specialized.
11. Keep track of the emails
Create a separate list for the most important domains. Keep a
track of how
your emails have been faring in all those domains. If they are unable
it past spam filters, try to develop other versions, which will get
12. Send your clients postcards
You can request clients to revise what they want in the
emails. In return,
you can send your clients postcards offering them something valuable.
13. Understand the needs of
It is possible that all inactive clients may have something in
could all be women or senior citizens. If that’s the case, try and
their needs or preferences. For instance, if you publish a newsletter
for males, you could include content for females and categorize it into
age groups so that none of your subscribers feel left out.
14. Form joint ventures
Form joint ventures only with those companies whose clients
in what you offer. If you form joint ventures with companies whose
have no interest in your offerings you will just end up with a new
It’s not possible to completely avoid the issue of email list
but the techniques listed above should help you deal with its effects.
your customers start responding to your emails, add their addresses to
list of active customers. In doing so, you will know for sure how many
are yet to become active again. So, give these tips a try to combat
fatigue! Good luck!