Recently a client came to me in tears because of the rate of unsubscribes her newsletter had that month.
"Why do they hate me?" she sobbed.
I told her to relax, and remember that most newsletter unsubscribes are NOT about her.
That's right. Very often, your newsletter unsubscribes are not about you, but about your subscriber. Let's unpack this.
Why most people unsubscribe:
1. Email overwhelm. They get too many emails from too many sources, and your email newsletter gets caught up in their purge.
2. They didn't subscribe on purpose. Maybe they didn't realize that downloading your lead bait or purchasing from you would result in a newsletter subscription. And they're just not into yet another email in their Inbox.
3. They're no longer interested in your subject matter. Could be they left that job, closed that business, or had whatever life transition happen that negated their interest in your stuff.
So much for the reasons beyond your control. Now let's talk about why those unsubs could (maybe?) be your fault:
4. They forgot they subscribed. Because they don't hear from you often enough to recognize your name or expect your emails. Oopsie! Time to stick to a regular publication schedule.
5. You send too many emails. Twice a day = too often. Unless they expect to hear from you on a daily basis, once a week to once a month is probably about right.
6. You're not delivering value. Subscribers want to know what's going on, get your advice, and so on. But relentless sales messages without offering high-value content? Not so much.
Now that we know why most folks are unsubscribing, how could that be a good thing? Good question!
- Because unsubs peel off those who are not in your target market. Giving you a better idea of how many people (prospects?) you have on your list.
- Because unsubs provide valuable information about the quality of your content. So you can improve it if you need to.
- And because you can be confident that those who stay are there because they want to hear what you have to share.
Do you have more questions about marketing? Insider+Plus members, join me on Monday for the Live Marketing Q&A. Let's talk about YOUR stuff!