You’ve been diligently building your list for the past year.
Slow + steady.
During that time your content has evolved – and some of your subscribers have been with you since the beginning.
But you’ve been consistent and they've stuck with you!
You’ve got 900 some odd people – and you’re ready to start launching your programs, products, or services.
You create a program + then rush to tell your list about your first offering!
After you send one email, you don't get too many opens or clicks…so you send another and another and another.
4 emails … All in one week.
There are a few more opens…and a few more clicks… but then you start seeing a little fallout.
Are They Just Not That Into You?
So – you lose 1, 5, 20, maybe 50 subscribers in a week. Ouch! Why did that happen?
You’ve been consistently providing value, content, and sending them emails every single week for more than a year now!
When people jump off your list, here are a few things that might have happened:
1 – You forgot to tell the neighbors about your upcoming party.
You didn’t warn people you’d be sending a few more emails that week – and believe it or not – doing this will help you during times when you DO increase your email frequency.
Telling people in advance, helps to disarm them – so if they see an email, they won’t start grumbling under their breath about you spamming them … and leave your list – they’ll probably just delete the email if they don’t want to read it.
I wish I were making this up – but not warning your list has caused several people I know to lose subscribers in a huge wave!
2 – You didn’t give people a choice.
Who likes to be told what to do? Not me!
In fact, if I sense I’m being forced into anything, I’ll say no just on principle. While you may not be as dramatic as I am, I bet you cringe a little when you get the sense someone ASSUMES you want to do something.
It’s human nature to want to scream – “Hey, you’re not the boss of me!”
Make sure to allow people to raise their hand for your upcoming offering – never assume everyone is interested.
When you allow people to tell you WHAT THEY WANT, it means you respect their time and space and inbox…. and builds TRUST.
So – what to do?
How do we get the most out of our list, make sure the people who are leads stay leads and don’t jump off your list the second you start offering something?
3 Steps To Keeping Your List Happy + NOT hitting the unsubscribe button.
Before we dig into the exact steps you need to take to make sure people don’t jump in droves off your list – understand and face facts.
They do it whenever they feel like it – sometimes for no apparent reason – and sometimes they think they need to tell you why they don’t like you anymore (I really don’t like those people… not nice!).
Get used to it. It's hard and I still get bummed out when people unsubscribe. So you're not alone.
Ok – that said – here’s how to be respectful of your subscribers – especially when you’ve done all that hard work to get them on your list in the first place.
#1 Train + Educate
Make sure you are really clear in your sign up autoresponder that they will receive promotions from you from time to time but that you won’t be littering their inbox.
A week or two before your launch or before the frequency of your emails increase, let them know you are going to be sending a few more emails!
Give them the chance to jump onto an interest list. Put a link in your normal newsletter or weekly mailing to your list – telling people if they want to know more, click the link and sign up.
I personally prefer this method – because it means that if I DON’T sign up, I won’t be bugged with tons of emails about something I don’t really want.
Two Exceptions to this …
Since your list is growing each day – you don’t want to miss the opportunity to get them on the interest list.
Every now and then throughout or before your launch, you can send an email to your main list – almost like a check-in to say, “Hey, we’re doing some crazy stuff over on this list – want to know more? Oooo I bet you do!”
Why #3 Is The Best Way To Keep Your Subscribers
Allow people to raise their hands – this empowers them and helps them learn to click your offers. I’ve had people I never expected to – raise their hands, join the interest list – and then become clients.
Allow people to make that decision that they want additional communication from you – this makes them feel more in control. People don’t like to be told what to do.
The “you’re not the boss of me” feeling is easy to create if you’re too pushy and don’t give people a chance to make a choice.
On a practical level – you create a clear interest list – where people want to know about that specific, focused topic and offers.
Now you can continue to make very focused offers to this list of people.
Set this up right now
Open up your email service provider–Active Campaign, Convert Kit, Mail Chimp…whatever you use, use their tutorials to set up your forms now.
Now It’s Your Turn
Get your interest list ON! Create your interest list and put a link to it in the comments below! Then, share with your friends so they can put their links in the list below too!
Are you on my interest list for the next round of Fearless Launching?
If not – make sure to jump over there now – Fearless Launching
will rock your socks off even before it starts–don't want to miss what's coming up!
Great tips Anne!
Love the “you didn’t tell the neighbors about the party!” so clever.
(thank you for the link too!)
Thanks again Anne. Great, useful content.
I SO need what you do!
Racheal Cook says
Great post – thanks Anne!
I’m here for you! BTW – what email marketing provider do you use?
Thanks Sarah! Yeah – I almost used the example of travelling with a baby and giving the passengers around your seat drinks and ear plugs. LOL. Makes things so much nicer! And you are welcome! I was hoping you wouldn’t mind me using your link!
Catherine Just says
holy moly Anne! I almost jumped out of my seat to see my summit link posted as an example! Thank you! And thank you for helping me figure out WHAT should be on that page and how to send out information about the summit to my peeps without being sleazy or creepy. I so appreciate you and how you teach and how you support me along the way.
Absolutely spot-on, Anne.. Before I even started working on my 2nd eBook, I created an interest list opt-in and it was the best thing ever! I sent out the link to my existing list, used Quick Notice to display it prominently from my blog and included it in all my pre-launch guest posts.. Result? An amazing list of people all waiting to hear more about my eBook! Yay!
Totally agree on this! A conversation on FB shared that some people do get frustrated having to optin but unless you have Infusionsoft or Office Autopilot, it’s hard to just tag people as interested in what you’re launching. I think most people can handle the email form – and I’ve found that I have way less unsubscribes because of this! Thanks for commenting!
It’s my pleasure! I love your summit page – so I had to include it!!!
Great advice. I created my list and will be building out more teaser content as the big day get closer. http://eepurl.com/lXum9
Awesome! Way to take fast action! Keep us posted!
Monica Crowe says
Hi Anne, I’m really enjoying your content here. I’m launching a free online interview series, called the Renegade Passion Project, in late September. It’s for people who feel stuck, bored, anxious or frustrated and want a cure for a common life. I’m interviewing talented, purpose-driven experts who will teach how people can uncover, pursue and achieve their dreams, so they can fully live the exciting, meaningful lives they want. Here’s the interest page: http://www.monicacrowe.com/rpp
Nikole Gipps says
haha I had to unsub from your list because I had somehow gotten on it with multiple e-mail addresses … so every time you sent something out, I got it 2-3 times! So I had to click the unsubscribe link on all of them but one. So, you know … just in case you thought I didn’t like you … I do still get your e-mails, just not 3 of them per mailing. 🙂
Another lesson – that I should add in here – add rules to your aweber lists. If someone signs up for the interest list, take them off your main list. Just recently started doing that!
Also – encourage people to use 1 email address! I don’t have Infusionsoft so I can’t know that you have 3 different emails!!
I’m thinking there’s a course in this whole email marketing and list building thing!!!
Nikole Gipps says
But wouldn’t you want to keep them on the main list? The interest list is for a short time – the main list is your regular newsletter that lasts indefinitely.
So – here’s the deal with those automations. Part of me is often more interested in the overall number of subscribers I have – so if that’s your goal, you’ll want to make sure that people on one list who fill out a different webform, get moved to that other list–otherwise, as I’m sure you’ve noticed, you can’t get an accurate count of subscribers. Same with people who become customers – maybe you want to take them off that main list. Every person on my interest list is on my main list really. When you put optins up for your interest list make sure to tell people they are also going to receive your newsletter. The different lists are just your way of saying why they came on to your list.
With Infusionsoft – which we chatted about earlier, it is so nice to have tags for people, you can merge records if someone signed up under 2 different names, lots of actions you can run to make sure you get it right, but I gotta do what I gotta do… At this point I do not take people off my main newsletter list – it’s ones like my White Space ebook where I don’t want to send them stuff about launching – since that’s such a different audience. That tells me what they are interested in.
This convo could go on and on really – there’s so many but what if’s – I just do what I have to do to make sure I’m working with an accurate list, let people that they are also getting my newsletter, and give them the best I can!