Understanding-List-Fatigue-and-List-Churn

==== ====You can just read this and do it the slow boring way OR CLICK BELOW; WATCH VIDEO; BUILDYOUR LIST ON AUTOPILOT; AND MAKE $200 A DAYhttp://tinyurl.com/200-a-day-autopilot==== ====Understanding List Fatigue and List ChurnEmail list dies a slow but steady death if action isnt taken from time to time. For most of thecompanies, fifty percent of their subscribers leave them every year. Everyone uses their click,conversion and open rates in order to measure their email programs success. But they fail tomeasure the size of their and quality of their email list. Email list hurdle rate is the new metric to beconsidered, along with the other old ones, in order to keep the list growing.The email list hurdle rate determines the loss rate from the email list which needs to be overcomefor the list to grow. It gives the exact number of new subscribers to be attracted in order to replacethe old ones which have either left the list. The other stumbling blocks to be tackled are list churnand list fatigue.List churn is the percentage of subscribers who have left the list during a certain time period. Thisis measured either monthly or annually. Out of this only three percent constitute of people whohave unsubscribed from the list. Other thirty percent constitute of email addresses which havebeen lost to hard bounces every year. The subscribers can either enter their email addressincorrectly when signing up or the emails addresses might no longer be valid, causing the emailsto bounce. The rest of the percentage constitute of people who have reported spam complaints.Even the biggest legitimate permission marketers get spam complaints.The list churn rate can be calculated monthly by looking at the email performance reports. Theyearly lost subscribers can be calculated by adding up number of unsubscribed, hard bounces,and spam complaints. The total should then be divided by the current size of the list to find out thelist hurdle rate. Calculation of the list hurdle rate is very important for the annual planning processand for forecasting the revenues. If this metric isnt considered a lot of explanation is due to yourboss if you fail to achieve the required list growth goal. The list churn rate can be improved byreducing the number of spam complaints and bounces.List fatigue deals with the subscribers on the email list which have hibernated and have becomeinactive for quite a while. These people havent unsubscribed, but have stopped reading the emailsand interaction. Therefore the un-subscription rate cannot give a clear picture about how thereaders feel about the companys emails. The most common cause of list fatigue is irrelevantoffers, over mailing and newsletter content which dose not deal with the interest of the reader.The percentage of the inactive subscribers should be calculated to figure out the list fatigue.People who havent clicked or opened not even a single email over a certain period of time shouldbe counted. Usually thirty to fifty percent of an email list becomes inactive annually. There can bea variety of reasons cause of which these people are receiving your emails but arentunsubscribing. Major reason is because your mail can be going directly to their bulk folder or

because your un-subscription link isnt working. So there can be a possibility that out of the fiftypercent, forty percent are inactive and the rest ten percent are busy, on vacation, or just notmotivated enough by the subject line or email content. Small surveys can be conducted tounderstand the changing needs of the subscribers.These sleeper subscribers need to be activated from time to time by giving them spicy stuff likespecial offer, different newsletter outlook, interactive tools, etc. On one had the old subscribersmust be re-energized and new subscribers must be added from time to time. Otherwise the listgets shorter and shorter. Resources must be obtained and plans must be established in order toget the targeted list growth rates. The ratio of inactive subscribers must also be reduced andslowed down.PPPPPWord Count 660==== ====You can just read this and do it the slow boring way OR CLICK BELOW; WATCH VIDEO; BUILDYOUR LIST ON AUTOPILOT; AND MAKE $200 A DAYhttp://tinyurl.com/200-a-day-autopilot==== ====

Understanding-List-Fatigue-and-List-Churn

by bdubc on Jan 05, 2012

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