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Send fatigue has a dollar cost
Omnichannel sends can drive unsubs. Fatigue $ = unsubs × (revenue ÷ sends). Type sends, unsubs, and revenue $.
Pair: Channel fatigue cost on Subscriptions. Cap: SMS cap vs rebill. Keyword: opt-out vs rebill.
What you type
Sends — email / push / SMS sends in the window (typed from the ESP).
Unsubs — unsubscribes attributed to those sends.
Revenue $ — attributed revenue from that send window.
Revenue per send = revenue ÷ sends. Fatigue $ = unsubs × revenue per send. Cut frequency when fatigue eats the book — do not invent an unsub chip.
What not to do
Do not invent an unsub rate. Do not mix list-hygiene deletes into campaign unsubs. Do not ignore revenue when unsub count looks small. Do not treat opens as revenue.
Related: Subscriptions, SMS cap vs rebill, opt-out vs rebill, quiet hours vs rebill.
Procedure
- Type sends and unsubs for the window.
- Type attributed revenue $.
- Cut frequency when fatigue $ is material.
Failure modes
- Inventing an unsub rate.
- Mixing list-hygiene deletes into campaign unsubs.
- Treating opens as revenue.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Channel fatigue $
- Unsubs × (revenue ÷ sends). Omnichannel send volume priced as lost revenue per unsubscribe.
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FAQ
- Is this SMS cap vs rebill cohort?
- Related channel pressure. [SMS cap vs rebill](/manuals/sms-cap-vs-rebill-cohort) is daily cap vs reminders. This page prices unsubs × revenue per send across channels.
- Is this keyword opt-out vs rebill?
- Related opt-out. [Opt-out vs rebill](/manuals/attentive-keyword-optout-vs-rebill) is keyword STOP inside a rebill cohort. This page is send volume vs unsub fatigue $.
- What unsub rate should I invent?
- None. Type sends, unsubs, and attributed revenue from the same window.