8 Ways to Combat Email List Fatigue

Many on your e-mail list receive and read your newsletter. Other addresses fall prey to spam filters, bulk folders, and dormant e-mail accounts. Let's look, however, at subscribers who become disinterested, who no longer open your e-mails. They haven't unsubscribed officially nor do they want to sever the relationship entirely, but interest has waned. This is called "list fatigue," using a term that comes from the direct mail industry to describe a list that is less and less responsive.

You won't be able to prevent list fatigue entirely, but you can slow its erosion. Keeping active readers begins with the proper attitude -- yours! Subscribers are not yours to exploit, but are yours to serve. You promised to help them. Now you must keep your promise or lose their loyalty. Here are ways to combat list fatigue:

1. Provide Fresh, Engaging, Relevant Content

The single most important thing you can do is to provide top-notch quality content in every newsletter -- something new, fresh, relevant, important. Engage your readers with good writing. Ask yourself: Would you want to read this if someone sent it to you?

2. Avoid Over Promotion

I have a friend who used to offer interesting information about her niche topic. Now every newsletter is some kind of promotion. Promotions aren't bad, but they must be accompanied by enough great content to keep readers from "turning off."

3. Modulate E-mail Frequency

If you're sending e-mails too often, it's easy to overwhelm readers who already experience e-mail overload. Only e-mail when you have something worth saying. Don't e-mail too often, but send a newsletter at least once a month so they don't forget who you are and delete your e-mail.

4. Retain the "From:" Name and E-mail Address

People decide what to open based on the "From:" information. If they don't recognize you, they won't open your e-mail, so be consistent. Think of it as building a trusted "brand."

5. Energize Subject Lines

Your subject line will be the deciding factor between open and delete. It needs to walk the fine line between dull and cutesy, between deceptive and bland. It must be intriguing, promising, inviting. Spend time to formulate the very best subject line you can.

6. Select Co-Registration Partners Carefully

Only select co-registration partners whose readers have a lot in common with yours. Otherwise you risk rapid inactivity from these subscribers.

7. Make It Easy to Unsubscribe

Make it extremely easy for a person to unsubscribe from your list. Of course, you don't want to lose them, but would you rather have them stay on your list and never read your e-mails?

8. Grow Your List Aggressively

Since interests change, some list fatigue is inevitable. The only way to keep high your percentage of active readers is to constantly sign up new subscribers who are interested in your topic. That's not easy, but it will help keep your list from dying through attrition and disinterest.

8 Ways to Combat Email List Fatigue