Understanding and combating list churn and list fatigue

Posted by bkloss | Email Marketing | Wednesday 19 March 2008 3:44 pm

The two demons of list growth: List Churn and List fatigue

List churn and list fatigue are two terms that describe the act of loosing mailing list subscribers. The first, list churn is the physical act of loosing a subscriber to an unsubscribe, hard bounce (list removal) or spam complaint. The second, list fatigue is the act of loosing a subscriber’s interest. This, the more diabolical demon occurs when subscribers have lost all interest in your email comunications. No opens, no clicks so, these inactive subs are just adding fluff.

Email marketers will often forget to factor in these two phenomenon when projecting list growth. You tell your boss that you need X dollars to add 10,000 subscribers to your list, he allocates the funds and you gain that 10,000. Unfortunately, you’ve lost 1,500 to list churn and 3,000 to list fatigue during that time so your net gain is only 5,500.

The boss…

Is not happy!


Email Authentication Part One: Introduction

Posted by bkloss | Email Deliverabilty | Friday 22 February 2008 9:44 pm

A common misconception exists about email deliverability. When asked why an email is blocked or junked, many people will respond that the content of the email was considered spammy. Although spam filters do block and bulk email, for content that uses words common to spam, email authentication factors into an ISPs decision to deliver mail. ZDNet defines email authentication as:

“The verification that an e-mail message has been sent by the domain name in the From field. Called “domain spoofing,” spammers falsify the From address in their messages in order not to be identified. SPF Classic, Sender ID and DomainKeys are authentication methods that are expected to proliferate. They all rely on DNS records, either to obtain sending mail server addresses or public keys for decrypting a digital signature. See Sender ID, DomainKeys and SPF.”

Confused yet?


Shared vs. dedicated IP: don’t let unscrupulous senders slander your reputation.

Posted by bkloss | Email Deliverabilty | Friday 8 February 2008 12:29 am

You’re a good email marketer aren’t you?

Why yes, I use double opt-in, white-listing, permission based sending and a host of other best practices yet I’m still being blocked by some ISPs.

What you may not know is, regardless of all these tactics, unscrupulous senders can besmirch your good name effecting your relationship with ISPs.


Charter Deletes 14,000 subscribers

Posted by bkloss | Email Deliverabilty | Wednesday 30 January 2008 8:30 pm

Have you ever been managing an email list and made a crucial mistake that trashed a number of your subscribers? Well rest assured, you’re not the only one.

According to the Associated Press, On January 22nd Charter mistakenly deleted 14,ooo of it’s email subscribers. That number represents .58% of it’s 2.4 million user base. Although the customers could reactivate thier accounts, they permanently lost all their mail stored in the web application Dho! All those affected were offered a $50 dollar credit for their trouble. Frankly- an offer of $50 would be a slap in the face for the amount of information I keep on my Gmail account.


Personal Whitelisting: Optimal Deliverability on the Cheap!

Posted by bkloss | Email Deliverabilty | Monday 21 January 2008 3:20 am

Achieving top notch Deliverability for email marketing requires a multi-front strategy. Many of the components are costly and time consuming while leaving you with an unclear picture of your overall Deliverability. Even if you decide to go with a top notch third-party sender that “advertises” near perfect rates to the in-box, personal experience will vary.

Personal whitelisting is a low-hassle, cost effective technique that offers all but a guarantee that your messaging will reach subscribers.


Next Page »