List Fatigue
« Back to Glossary Index
List fatigue occurs when subscribers become less responsive over time due to over-communication, low relevance, or repetitive messaging. It manifests as declining opens/clicks and rising unsubscribes or complaints.
- Indicators:
- Gradual downward trend in engagement metrics across campaigns.
- Spikes in unsubscribes or spam complaints following certain sends.
- Remedies: Adjusting frequency, tightening targeting, refreshing creative, and running re-permission or preference-center campaigns.
0