I thought we had something special. My email marketing plan was set.
I poured my heart and soul into this email, and the fact that you don’t love it hurts me deeply.
I bet you’re off reading another marketer’s emails right now, laughing and buying things from them, thanking them for the wonderful message.
What did I do wrong?
It’s not me; it’s you
When people hit the unsubscribe link, it’s hard not to take it personally.
Did I say something wrong? Do I suck at this? Do you HATE me?
Probably. Not always. Perhaps.
You’ve taken the big step of putting yourself out there. You’ve written from the heart. And each hard-won member of your list is a precious potential customer, especially when you are first starting your business.
The reality is, even if you do everything right, not everyone is going to love you and your style. And that is perfectly fine.
Building your email list is like dating. You’re meeting people and getting a sense of each other’s needs.
Sometimes, you’re just not a match.
When you’ve found “the one” in life, it’s easier to look back on the dating experience and recognize each miserable date as a step closer to finding a perfect match.
You learned more about what kind of person could be right for you, and what that person is looking for.
When you haven’t found “the one,” it’s hard to believe you ever will.
But you will.
You’ll attract the right people, and along the way, you’ll learn to be better at relationships.
But remember, no matter how good you get at relationships, you can’t make everyone stay, and you shouldn’t try.
If you love your readers, set them free
In a good relationship, both parties get what they need.
You want and need customers for your business, so you created an email marketing campaign. The people on your list signed up because they want or need something.
When someone isn’t getting value from your emails, you are no longer getting value by emailing them. The relationship is over.
Shed a tear if you need to, but move on.
People unsubscribe for all kinds of reasons:
- They don’t remember signing up
- They aren’t receiving what they expected (content, frequency)
- Their needs have moved beyond what your business offers
- They want to declutter their inbox
- The content is not useful or engaging
Some of these reasons are your fault, but many of them are not.
Unsubscribers are doing you a favor. They’ve realized they don’t want to continue, and taken the proper channels to end the relationship.
Make it easy for people to leave your list by making sure the unsubscribe link is easy to find on all of your emails. This isn't just good etiquette, it's also the law.
The breakup gets ugly fast if you force people to put extra effort into removing themselves from the list. You get filtered to a spam folder, killing your open rates, or even worse — reported as spam.
Take your dirty socks and empty beer bottles with you
Clutter in your email marketing list is no more helpful than clutter in your home. It keeps you from enjoying the things you have.
The list you are sending to contains a few people that will convert to paying customers, and many who never will.
The 80/20 rule applies here — you will get 80 per cent of your revenue from 20 percent of your contacts.
Trying to please everyone (or trying not to offend anyone) is a recipe for boring. Boring is not what gets your emails opened.
So write to your 20 percent, without fear of losing the readers who are not supposed to be there. It’s your job to figure out who they are, and what they need.
Fly away little bird. You’re free
It’s sad for me to see you go, but I’m taking the advice of my therapist.
I’m learning to see these break-ups as growth opportunities.
In the meantime, I will focus on writing to the subscribers that have stayed — they've always been my favorites anyway. They want to hear from me.
If I keep writing on a regular schedule, they won’t forget who I am and accidentally flag me as spam.
Love and email marketing are so confusing.