Are you hemorrhaging email list subscribers? If so, maybe you’re making one of these mistakes:
You contact them too often. As email providers continue to create smarter SPAM protection, the average person still finds his inbox overrun with useless, irrelevant email. Combine that with the fact that we’re consistently signing up for new email lists, both business and personal, and you’ve got to realize that we’re simply overwhelmed with email. With that in mind, if you are sending an email out to your list daily, or even a few times a day, you can bet that the recipients are going to get sick of you quick. Not only does seeing your name over and over become an annoyance, but you can’t possibly have that much useful stuff to say.
You’re too pushy. Yes, everyone realizes that the end idea behind your email list is to sell products and services. However, no one likes to be beat over the head with calls to action every other paragraph. Furthermore, the whole FREE and FOR A LIMITED TIME gets old too. So yes it’s okay to have your well-placed calls to action, but tone down the hype and quit coming off like a used car salesman in a tacky suit.
Your subject lines are BS. No one likes to feel like they’re being lied to. However, countless email newsletters still feel it necessary to use subject lines that set up readers to be let down. For example, I’ve seen people send out emails titled something like “re: Thanks for the contact” or something like that to create the illusion that you emailed them first and they are sending you a response. While this sneaky tactic got me to open the email, it did nothing but piss me off and make me unsubscribe when I realized the wool had been pulled over my eyes.
Your emails are inconsistent. While you don’t want to email too often, you do want to set a schedule you stick to so that readers will know what to expect and when to expect it. You don’t want to overwhelm them, but you do want to stay on their mind often enough that they develop a remembrance for you and a relationship with you. Maybe once a week, or in some cases even once a month, would do just fine.
You aren’t providing anything useful. Usually people sign up for an email newsletter because they think they will learn something from it or at least be entertained. What does that mean for you? Well, you need to provide quality, useful content. If that means hiring a copywriter to create content for you, then start shelling out the money!
The layout sucks. Of course, good content won’t do too much good if the layout of your emails is boring or hard to follow. So while you might be tempted to use a cheap or free template, consider having a designer put together a clean newsletter design for you. This helps your emails look more professional, allows you to lay out the content in an eye-catching way, and can be useful for branding purposes.
It simply isn’t what they signed up for. What did you promise them in the beginning when they signed up? What sort of information were you going to deliver? If you haven’t been living up to your end of the bargain, you’re going to lose subscribers.
How are you keeping your email list subscribers? Tell us about it in the comments section.