E-mail Marketing: Four Tips to Combat E-mail List Fatigue

1. Limit the number of e-mails you send. One merchant’s hard and fast rule is that customers never receive more than one e-mail per week, even during the holidays. While this merchant executes as many as eight e-mail campaigns in any given week, the campaigns are segmented so no customer gets more than one e-mail in order to reduce list fatigue and unsubscribe rates. At the same time, the same marketer stays top of mind with all its customers by sending at least one message per month to every e-mail address in its file.