{"id":2636,"date":"2011-10-17T19:00:40","date_gmt":"2011-10-17T19:00:40","guid":{"rendered":"https:\/\/mailinglistservices.com\/?p=2636"},"modified":"2023-04-18T20:12:18","modified_gmt":"2023-04-19T00:12:18","slug":"list-fatigue-an-email-list-that-has-gone-stale","status":"publish","type":"post","link":"https:\/\/dundee.net\/index.php\/list-fatigue-an-email-list-that-has-gone-stale\/","title":{"rendered":"List Fatigue: An Email List that has gone Stale"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2636\" class=\"elementor elementor-2636\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2622f920 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2622f920\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4be3bbb8\" data-id=\"4be3bbb8\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-422dad21 elementor-widget elementor-widget-heading\" data-id=\"422dad21\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">List Fatigue: An Email List that has gone Stale<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a31ee07 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a31ee07\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fde4257\" data-id=\"fde4257\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f29f9d elementor-widget elementor-widget-text-editor\" data-id=\"1f29f9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Email marketing is not rocket science but to some it is a science just the same.\u00a0 You may make one change in your mailings and as expected (Or not) your overall results change. \u00a0If you\u2019re working with numbers and formulas and testing with list segments, you might just come up with a mailing routine that, one day elicits soaring conversion rates, higher than you ever expected AND your facebook\u00a9 \u201clikes\u201d double with your Internet sales hitting new numbers.\u00a0 Exciting for you-Exciting for your company.\u00a0 You might think, if only we can get these results more often, and conclude, maybe I should mail more often, so you do.<\/p><p>When you send email marketing campaigns more often, and get good results its encouragement to send again and again, usually between shorter intervals, until finally your list goes over the \u201cjust right point\u201d\u00a0 and reaches the exhaustion point, the point between under mailing an over mailing. \u00a0When you reach the exhaustion point, your conversation rates start going downhill and your members become non-responsive.\u00a0 You now have a condition known as<a href=\"https:\/\/mailinglistservices.com\/5-quick-tips-to-overcome-subscriber-lethargy-easy-to-catch-but-difficult-to-cure\/\"> List Fatigue<\/a>.<\/p><p>List Fatigue is the state of an email list that has gone stale.\u00a0 It produces less and less returns from mailings because the list members received either too many offers or the same offers, in a short space of time. Essentially your members become disinterested, inactive, and disengaged.<\/p><p>List fatigue can be diagnosed with symptoms such as:<\/p><ul><li>Subscriber lethargy.<\/li><li>Decrease interest: drop in\u00a0refer- a- friend, clickthoroughs and <a title=\"Open Rates\" href=\"https:\/\/mailinglistservices.com\/are-my-email-open-rates-worth-my-time-to-analyze\/\">opens<\/a>.<\/li><li>Big drop in conversion rate.<\/li><li>Decline in facebook\u00a9 activity.<\/li><\/ul><p>List fatigue has some know causes:<\/p><ul><li>Sending the same message to the same list \u2013 you find yourself hoping for different results.<\/li><li>Your messages are not important; they lack substance.<\/li><li>Mailing to an outdated, overused list.<\/li><li>The subscriber no longer fits their profile<em>.<\/em><\/li><li>The list member only signed up for specific information: i.e. Christmas Sale<\/li><\/ul><p>With List Fatigue, you may not notice a steady decline in membership, other than the normal churn, because members suffering from List Fatigue may not actually have unsubscribed, they only stopped interacting with your mailings.\u00a0 Various studies indicate fatigued list members opt to delete your emails, or filter you right into their SPAM or Junk folder with the attitude, \u201c<strong><em>why wouldn\u2019t you just go away<\/em><\/strong>\u201d.<\/p><p>This is not the type of message you want to convey.\u00a0 You want list members who want your email. Therefore, if you find yourself dealing with a seemly fatigued list, it may be beneficial to determine the percentage of subscribers in the fatigue category compared to your entire list, creating workable components.<\/p><p>This is easy to do, especially if your ISP supplies good reporting tools.\u00a0 For example you could select a time frame, say 6 months, look at the inactive list members (those who have zilch activity: such as no opens) and compare that number to your entire list of members.\u00a0 \u00a0The results may surprise you.\u00a0\u00a0 A fatigued list can have as high as 50% of inactive members, subscribers who remain your list members but are not interested in your messages.\u00a0 Consider why someone opens your email and then think of reasons why they will not.<\/p><p>It could be your messages are:<\/p><ul><li>Filtered as junk in the subscribers email client.<\/li><li>Being Blocked.<\/li><li>Saved to be read later, but later never comes.<\/li><li>Not read because the subscriber is not motivated by your<a title=\"Perfect Subject Line\" href=\"https:\/\/mailinglistservices.com\/subject-line-science\/\"> Subject \u00a0Lines<\/a>.<\/li><li>Long message that take too much time to read in a busy day.<\/li><li>Lost in the volume of mail received<\/li><li>(Again) sent to often, same old, same old.<\/li><\/ul><p>How to cure List Fatigue:<\/p><p>As previously mentioned in earlier blogs, keep the content interesting and relevant, using segmentation and triggered email, make good use of the Subject Line and work on re-engagement.<\/p><p>More importantly continue to activity seek to add new subscribers (with all the acceptable Opted in methods) and re-energize the old list members with re-engagement tactics.<\/p><p>In conclusion, do not fall into the trap believing that List Fatigue happens to someone else \u2013 it could happen to you.\u00a0 If you notice declining open rates don\u2019t be so quick to blame spam filters and deactivated images; combat this issue by regularly adding new (opted in subscribers) and re-energizing old ones.\u00a0 Your list is merely getting tired. \u00a0Make one of your goals an established target list growth rate while decreasing the proportion of inactive subscribers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7776ee6d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7776ee6d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-442efdc6\" data-id=\"442efdc6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap 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one change in your mailings and as expected (Or not) your overall results change. \u00a0If you\u2019re working with numbers and formulas and testing with list segments, you [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":12,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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