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Friday, February 25, 2011

THE NET-TECH REPORT: “Nobody Likes Me” - What to Do When Your Email Subscription Rates Go Down

Chris Kauza
The Net-Tech Report with Chris Kauza

If you do any kind of email marketing to your marketing – and you're not just sending out spammy “buy my stuff!” types of messages, it's hard to not feel disappointed when you see your subscriber rates decreasing.

“Why did Betty unsubscribe from my list? She likes me? I thought we were friends?”

The truth is – there are lots of reasons why people unsubscribe from lists. Personally, I'm purging one of my personal email accounts because I have “lost” emails from long-time friends and clients, among all of the various newsletters, articles and messages I get on a daily basis.

When someone unsubscribes from one of your lists, it doesn't mean that they “don't like” you or your company – it's just that they might already have too much to deal with.

The point is that it’s important to realize that no matter WHAT you do, there will always be some people who will unsubscribe from your messages. Maybe they no longer need the information you are providing, they've changed their focus, or they have learned what they feel they need and are “bored” with the topic. However, there are some things you can do to try and reduce the number of people who leave your list; here are a few of them:
  • First, review the past newsletters you sent out. Try to determine what about those publications caused a change in your subscription numbers. Did you have a headline or an article that might have been offensive to your readers? Cause “too much” controversy? Maybe there is not enough variety in your newsletters? Test your idea and once you identify your mistakes, start working on them immediately.
  • Second, check your update schedule. Maybe you are sending too many emails that your subscribers either cannot keep up or they are simply getting irritated by the sheer volume of emails. There are some lists that I have unsubscribed from for this very reason. The best way to really find this out is to simply ask them by conducting a survey of your current subscribers. “Am I sending you too many emails? What would you like to see from me?” Also ask them what an appropriate update schedule would be.
  • Third, increase the quality of the content you are sending out. Give your subscribers a reason to stay subscribed. Give out more free content, tools and resources if necessary. Write an e-book or a guide and give it out for free exclusively for your subscribers. Make them feel important. If they feel that you value your subscribers, they will more likely stay subscribed.
Applying one or more of these tips should help you improve your subscription rates, and build a better relationship with your clients and your broader market.

For more information, please visit Chris's TNNWC Bio.

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