Subscriber Strategies: Fighting List Shrinkage and Fatigue

Too bad there isn’t a little blue pill for email list shrinkage and fatigue (lol) because according to EmailLabs, marketers lose an average 30% of their email lists every year due to subscriber “churn” (changing email addresses) and another 30% due to “fatigue” (email addresses that become numb and virtually unresponsive due to the receipt of too many emails).

I believe it all comes back to having a solid email marketing strategy that really thinks about the subscribers. Email is so deceptively simple and too many marketers miss the essentials. 

There’s no one size fits all strategy, but to keep happy, clicking subscribers - marketers must build strategies to develop emails that are:

1. Timely (frequency ties in here - sending too much is just as bad, maybe even worse, than sending not enough)

2. Meaningful (sent from a person or organization the subscriber knows and trusts)

3. Relevent (a message or offer that makes subscribers want to open and click)  

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Posted in Email marketing