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Before we begin, let's get some things straight:
What is email list fatigue and how do you know if you have it?
Essentially, email list fatigue is the slow decline of "action" by your email marketing recipients. Over time, your email list doesn't open as many emails, click through to your website or forward it on to friends as they once did. What once started off as a promising and thriving relationship is slowly sinking into blahsville. Not to worry, it is pretty normal and there are many ways to right the ship so to speak.
So, how do you combat email list fatigue and reinvigorate your customers?
Segment Your Email List
Not everyone on your email list is tired of you. Keep those active customers in a separate list. According to them, whatever you're doing is working. However you define "inactive" is your choice, but these are the customers that you're going after.
Taking a Break
Yes, you did read that. Stop emailing this group of customers immediately. Most likely the reason that they're not responding to what you're doing is because you're emailing them too often. Bonus tip: This is a good time to reevaluate your email campaign frequency.
Hit 'Em Hard
Once the email embargo is over, it is the right time to get back at these lost customers and remind them why they shopped with you in the first place. Offer them a deal that they can't refuse. Offer them a chance to sign up for your rewards program. Whatever it is, it needs to be amazing.
Ask for Feedback
After you've lured them back in, send them an online survey that asks, point blank, why they stopped being active with you. Ask the hard questions. You'll learn, once and for all, what you did to drive them away.
on Mar 23, 2012
online marketing tips
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