What is email list fatigue?
Simply put, email list fatigue refers to the situation where members of your email list start ignoring your marketing emails.
If you want a more in-depth understanding of this topic, check out the FAQ section below:
Question #1: What causes it?
There are many things that can cause email list fatigue, including:
Irrelevant email content
Bad content
Incorrect email frequency
Improper email lead collection approach
Let us take a look at each one in more detail:
First, irrelevant content, as the name suggests, is content that does not resonate with your recipients. It can be either because it is not the type of email content that they signed up for or you are sending the wrong type of content to the wrong segment of your email list.
Second, bad content is just that. No matter how relevant the content you send out is, if it is poorly written and/or laid out, then there is a big chance your email list will completely ignore it.
Third, emailing your list too frequently may also cause them to tune you out.
Nailing just the right number of emails to send, however, is no easy task. It takes a combination of trial and error, research, and actual recipient feedback. At the end of the day, the magic number would ultimately depend on your industry, the type of emails you send, and your email list’s personal preferences.
Finally, if your email list is filled with inactive email addresses or the wrong audience, then it would also be extremely difficult for you to bump up your email engagement. So, it is crucial that you focus more on collecting high quality email leads than just getting as many as you can.
Question #2: How do I solve email list fatigue?
There are many ways to solve email list fatigue, including:
Improving your approach to email lead collection
Segmenting your email list
Experimenting with different sending times
Improving your content
Implementing personalisation
Let us take a closer look at each one:
First, as we have seen in the previous section, ensuring you have quality leads in your list is crucial to preventing email list fatigue. It means only adding people that are actually interested in hearing what you have to say to your list.
Second, you can also segment your email list based on criteria such as interests, demographics, and positions in the buyer’s journey. This would allow you to more easily craft and send out relevant content that your list wants to engage with.
Third, you can also explore different sending times to find when the people on your mailing list are more likely to open and engage with your emails.
Fourth, you need to also make sure that you are sending out quality content. None of these other solutions would work if the content you are sending out is terrible.
Finally, you can also try making your emails more personalised. You can address each recipient by name and provide them with more personalised offers, for example.
Question #3: How can I identify email list fatigue?
You can easily identify email list fatigue by check your email marketing metrics, paying particular attention to your:
Open rate – total number of people who open your emails versus the total number of recipients
Click-to-open rate – total number of people who click on a link in your emails versus the total number of people who open them
Click-through rate – total number of people who click on a link in your emails versus the total number of recipients
Unsubscribe rate – total number of people who opt out of receiving your emails
A decline in the first three and an increase in the fourth may be a sign of email list fatigue.
Here’s another informative article from Campaign Monitor, you can check.