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!

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