I saw an article that discussed ways to stop people from unsubscribing.
The basic idea was that having worked so hard to get them on your list, that you ought to take steps to prevent them from leaving once they got there.
The principle is a good one as far as it goes.
It’s true that you don’t want your marketing efforts to go to waste.
If people believe in you enough to sign up in the first place, then there’s probably a pretty good reason for it.
On the other hand, there will be people who only want your free product who will unsubscribe, and that’s fine because they would never invest with you anyway.
Why should you let them take up real estate on your list?
I know one internet marketer who routinely goes through his list and deletes people who don’t open his emails.
His view is the same as mine.
Why send messages to people who clearly don’t want them.
But there will be others who leave who for one reason or another might have stayed if they hadn’t encounter something in your email campaign that put them off.
One issue is too much selling.
I don’t know what I was thinking, but I once tried selling to my list from the first message in the campaign.
A well meaning subscriber had the courtesy to tell me why she was unsubscribing, which I really appreciated.
But what a tough lesson to learn!
Another issue is the there’s no cohesiveness to your campaign.
This is something that comes with practice.
I remember the first campaign I created.
It looked great on paper, but several months later when I looked at it I was amazed that I could even imagine that someone would buy anything as a result.
Each message was okay in its own right, but on the whole few of them had anything to do with any of the others.
It was a bit like coming across some old artwork that you had save since you were a kid.
There’s another reason why people leave your list, and really there’s not a lot that you can do about it.
And that is that as people get to know you, they realize that the two of you aren’t a good fit.
That’s okay, too, because you will be able to help those the most who understand what you have to teach them.
And that won’t be everyone.
And then there are your competitors who, like you, get on your list to learn more about what you’re doing.
That’s called market research, and we all do it.
If you’re not, then it’s something you ought to consider.
The fact is that you can’t please everyone, and you shouldn’t try.
There will be a group of people online who will want what you have to offer in the form that you choose to present it.
If you market your wares in that spirit, then the unsubscribes will trouble you no longer.
I should just mention in passing that the technique that the article suggested was to inject some humor with a little guilt into the unsubscribe page.
And you have to admit that on those rare occasions when you’ve seen that sort of thing, it’s made you stop, chuckle a little, and maybe even stay on that list for a little while longer.
Maybe there’s something to it after all.
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