What is subscriber fatigue?

Depending on your segmentation strategy, some contacts might end up receiving your emails too frequently. This will leave subscribers overwhelmed and will lead them to mark your messages as spam or unsubscribe entirely. To help prevent this, we've introduced a new feature that allows you to adjust your sending frequency and keep subscribers engaged: Fatigue.

How does fatigue work?

If you head to ‘Audience’ > ’Contacts’ or ‘Segments’, you will notice a new metric called ‘Fatigue’. Each subscriber starts with five green circles, representing a fully engaged and healthy status.

Based on your email marketing activity and each subscriber’s behavior, here’s how the metric changes over time:

• Email impact: Every email sent to a subscriber reduces their Fatigue score by 0.5 points, which corresponds to the loss of half a circle.
• Re-engagement: Every unique email open replenishes 0.5 points (half a circle), indicating a positive subscriber interaction. Every unique click on a link adds another 0.5 points to their score.
• Recovery period: For every three days that a contact does not receive an email, they gain back 0.5 points.

Monitoring subscriber fatigue helps you find the perfect balance in communication frequency, ensuring subscribers remain engaged without feeling overwhelmed. By understanding their current status, you can better tailor your messaging and strategy to deliver only what they want, when they want it, reducing unsubscribe rates and keeping their interest alive.