List fatigue is a very real thing. No matter how hard you try, a portion of your email subscribers, 25% annually according to HubSpot, will eventually lose interest and stop opening your emails. This could be for any number of reasons:
- You’re emailing them too frequently
- Your emails have started to feel stale and predictable
- They only joined your mailing list to download a piece of your content
- They no longer need what you offer
Many marketers don’t think twice about the unengaged subscribers on their mailing lists. They continue sending them email after email, ignoring the signs that these messages may be unwanted. This can have serious consequences for your business.