List fatigue happens when subscribers stop engaging due to over-mailing or low relevance. Learn how to detect fatigue and reduce churn.
List fatigue is when an audience becomes less responsive over time, leading to lower engagement, higher unsubscribes, and sometimes more spam complaints. It often happens when emails are too frequent, too repetitive, or no longer relevant.
Common signs include declining clicks, rising unsubscribes, and a growing inactive segment. In many cases, the list itself isn’t the problem, but the mismatch between content and recipient expectations.
Fixes include segmentation, preference controls (frequency options), and reactivation campaigns for inactive users. If recipients remain inactive, sunsetting them can improve overall deliverability and performance.