I heard from a subscriber who was planning to sign up for my newsletter with a different email address but couldn’t figure out how to un-subscribe from her old email.
She knew she was supposed to scroll down to the link at the bottom of the email but when she hit some white space she thought it was the bottom of the email, stopped scrolling, and didn’t see the link.
It happens.
What I don’t get are the people who don’t know there is a way to un-subscribe. Like the one I heard from last week that huffed and puffed and said, “Stop sending me these emails!”
Lawyers.
Did he forget that he signed up? Did he not realize that he would be getting daily emails? Did he just lose a big case and need to yell at someone?
I don’t know. He didn’t say.
Here’s the point.
No matter how often you email your list, you will always have people who want to unsubscribe. Some think you email too often. Some are caught up in life and don’t read your emails and don’t know what they’re missing. Some haven’t heard from you in six months, don’t remember who you are, and think you are spamming them.
Lessons:
- Provide value
- Email often
- Don’t worry about the ones who think you email too often. If you are providing value and they don’t appreciate it, they don’t deserve to be on your list.
Most people know how to remove themselves and you won’t hear from them. For the ones who don’t know what to do, it’s easy to remove them manually. I just scroll down to the bottom of the email they replied to and click the link.
As I’ve said before, you don’t want a list of 10,000 subscribers who don’t appreciate what you send them, don’t read it, and don’t hire you. Much better to have 200 who love what you say, read every word, and if they can’t hire you themselves, refer lots of their friends.
Anyway, every once in a while, you get a email like this one:
David,
Just wanted to let you know that I am unsubbing this email address from your newsletter ONLY because I thought the stuff you send is so good I ended up subscribing twice 🙂
Just to keep my inbox to a manageable I’m dropping back to just one subscription…though I must admit I was tempted to keep both just to make sure that I didn’t miss anything…
Good stuff!!
Best regards,
Dat’s what I’m talkin ’bout.
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