The email list is slowly but steadily dying if no action is taken from time to time. Most companies lose fifty percent of their subscribers each year. Everyone uses their click-through, conversion, and open rates to measure the success of their email program. But they can’t measure the size and quality of their email list. The Email List Threshold is a new metric to consider along with the old ones to keep your list growing.
The email list rate threshold determines the email list churn rate that must be overcome for the list to grow. Gives the exact number of new subscribers that need to be attracted to replace the old ones who left the list. Other barriers that need to be addressed are staff turnover and fatigue.
List bounce is the percentage of subscribers who bounced off a list during a given period. This is measured either monthly or annually. Of these, only three percent are people who unsubscribed from the mailing list. Another thirty percent are email addresses that are lost every year due to hard bounces. Subscribers may enter their email address incorrectly when registering, or email addresses may be invalid, resulting in bounced emails. The rest of the percentage is made up of people who reported spam complaints. Even the largest legitimate permission providers receive spam complaints.
List bounce rate can be calculated monthly by looking at email performance reports. The number of lost subscribers per year can be calculated by adding the number of spam complaints, bounces, and unsubscribes. The total must then be divided by the current size of the train to find the critical speed of the train. The calculation of the list threshold rate is very important for the annual planning and revenue forecasting process. If this metric isn’t factored in, you have to explain a lot to your boss if you fail to meet your required lineup growth goal. The list bounce rate can be improved by reducing the number of spam complaints and bounce rates.
List fatigue deals with mailing list subscribers who have gone into hibernation and become inactive for quite some time. These people didn’t unsubscribe but stopped reading emails and interactions. Therefore, the unsubscribe rate cannot give a clear indication of how readers feel about a company’s emails. The most common cause of list fatigue is irrelevant offers, emails, and newsletters that are not in the reader’s interest.
To determine list fatigue, you need to calculate the percentage of inactive subscribers. People who haven’t clicked or opened a single email within a certain period of time should be counted. Typically, thirty to fifty percent of an email list becomes inactive each year. There can be many reasons why these people receive your emails but don’t unsubscribe. The main reason is that your mail may go straight to your bulk mail folder or your unsubscribe link is not working. So there may be a fifty percent chance that forty percent are inactive and the other ten percent are busy, on vacation, or simply not motivated enough by the subject or content of the email. You can conduct small surveys to understand the changing needs of subscribers.
These dormant subscribers need to be reactivated from time to time by giving them spicy stuff like special offers, different perspectives on the newsletter, interactive tools, etc. On the one hand, old subscribers need to be revived and new ones need to be added from time to time. . Otherwise, the list gets shorter and shorter. Resources need to be obtained and plans developed to obtain growth rates for the target list. The proportion of inactive subscribers should also be reduced and slowed down.
