E-commerce companies use email campaigns to drive sales, but aggressive mailing can lead to subscriber fatigue, resulting in decreased open rates and web hits. An analysis of mailing patterns revealed that many subscribers opt-out due to excessive emails, poor experiences, or irrelevant content. To combat email fatigue, brands should implement intelligent segmentation and sensible mailing frequencies to maintain subscriber engagement.

2. The main purpose of e-commerce companies and
brands sending email campaigns is to generate sales
and purchases.
However brands can turn very aggressive in their
mailing patters which leads to multiple campaigns
bombarding inboxes.
This can act as a turn off for subscribers and many
may either ignore mails or worse opt-out or click
Report spam.

3. Decline in open rates and click rates are first
indicators of subscribers losing interest in your
campaigns.
A much stronger indicator are Web Hits. From
opening your campaign, a sale will not be
generated unless consumers land on your
website.
Decreasing web hits indicate your offers or
products are no longer appealing to customers.
How to Recognize Email Fatigue?

4. Month Sent Open% Click % CTR Unsubscribes% Web Hits%
January 31568498 11.71% 2.57% 21.97% 0.10% 4.22%
February 33949295 10.77% 2.00% 18.56% 0.07% 3.24%
March 41401990 12.11% 2.23% 18.45% 0.14% 3.35%
April 28771490 12.6% 1.88% 14.87% 0.20% 2.59%
Analysis of Mailing Patterns
The mailing pattern and responses for an e-commerce brand over the past
four months:

5. Reason for unsubscribe Count
Blank 5
Poor Experience 725
Receiving too many mails 952
I don’t have time to check mails 8345
Others 474
Deals are not attractive 239
Total 10740
Why are fewer people interested?
By setting up an opt-out form on the unsubscribe button an analysis was
done to find the cause of declining subscriber interests.

6. *A sizeable audience have opted-out because they
don’t have time to check their mails. This is a clear
indication of the lack of relevant and engaging
content and the fact that many routine generic
mailers clutter inboxes.
*The same can be said for subscribers who
mentioned the deals are not attractive.
*Another group have clearly stated that they are
receiving too many mails which shows that
audience is suffering email fatigue.

7. *Email Fatigue is very much a real risk but it is not
entirely dependent on your frequency of
campaigns.
*Most subscribers encounter email fatigue when
they get too many mails that are not relevant or
engaging.
*Using intelligent segmentation and sensible mailing
frequencies, email fatigue is avoidable without
losing out on subscribers or engagement.

8. *
Find us at