We all want more subscribers on our mailing lists. That’s just common sense. The more subscribers you have, the more people there are to buy the things you promote each time you mail them.
And we all know how to get tons of subscribers by now: you give away a good quality e-book that will be of value to your subscribers. All you want in exchange is their first name and email address. And then you promote that offer via web pages, Google ads, articles, joint ventures, videos, and all those other things.
The good news is that this does usually generate plenty of new subscribers for your list. The bad news is that a lot of these people don’t stay on your list for very long. Sure, you’ll probably hang on to a few of them – though whether they’ll actually read your messages is another matter. But many of them will hit the unsubscribe link at the first opportunity, and many more will be gone by your second or third email.
They aren’t going away because they’re happy; they’re going away because you’ve annoyed them. That’s not a good way of getting your name around and it’s not doing your reputation any favors.
Picture those folks as they wave goodbye to you, probably forever. That’s your money walking away.
Here are the top 3 reasons why subscribers walk away soon after signing up:
1. The same old stuff
That valuable e-book you gave away turned out to be not so valuable after all. It was just a rehash of things they’ve already read ten or twenty times somewhere else. You promised something new and original, something that would actually work when all the other stuff failed. But you didn’t deliver.
You have to give them something new in your giveaway e-book. And you have to keep on giving them new and original information if you want them to stick around on your list. That’s not as difficult as you might think.
And here’s an added benefit: if you give them something new in every message and every e-book, they’re going to tell other people about it, and that will bring in lots of new subscribers. People are going to talk about you as one of the true innovators in the industry. They aren’t going to walk away from your list feeling let down. They’re going to stick around with smiles on their faces as they think about how your great ideas will solve their problems and make them lots of money. You’ll need a few great ideas of course, but again this isn’t as difficult as you might think.
If you don’t give them something new and original in your giveaway offer and give them something new and original in each of your next seven follow-ups messages, then you’re going to lose subscribers. But if you can keep them on your list past seven mailings, there’s a good chance that they’ll stick around for a long time. And if you’re sending them good, original stuff every time, then they’re going to read every message.
2. Too soon
Assuming you’ve given them something of value in your free e-book – which you should have done – for goodness sake give them enough time to read it. And then give them some more time to think about how they might apply it to their business.
If you took part in one of those big joint venture programs where you all gave away a freebie in one mass promotion, your latest bunch of subscribers probably downloaded twenty or thirty e-books alongside yours. It’s going to take them at least a couple of weeks to go through them all.
And yet your stupid autoresponder is set up to hit them with your first follow-up only a day or two later, when they probably haven’t even looked at your book yet.
You say: “Hey Dave, have you put my top 5 tips into action yet? Well now it’s time to do this . . . ”
I say: What 5 tips are these? I’ve got about 30 damn books to go through here. What are you talking about? At least tell me the name of your book. Heck, I can’t be bothered with this. Unsubscribe.
(By the way, I’m fully in favor of big joint venture promotions as they can easily bring in 1,000 new subscribers to your list. But you have to know how to keep them there afterwards.)
3. Not forming a relationship
Now hold on a minute! You’ve given me one free book (which I might not have read yet) and now you’re addressing me like you’re my best friend and trying to sell me stuff already.
You don’t know who I am and I don’t know who you are – I can’t even remember your name. I’m not your best buddy. And you don’t know what my business is. You just hope that a decent percentage of your mailing list will be interested in today’s pitch. Well I might be, and I might not be. But you’ve annoyed me. So . . . unsubscribe and goodbye forever.
Do you make any of these 3 mistakes? Did your subscriber count leap up after your latest e-book giveaway, only to slump back down again a few days later? Are you promoting the same old products as everyone else? It’s time we changed things and I’m here to help.
You’ll find plenty of simple, original, and practical solutions to these 3 mistakes in my free e-book “How to retain subscribers, build your mailing list and make more money”. There’s a lot more crammed into its 16 pages than you’d expect! Download it right now – I won’t even ask for your email address.
Dave Haslett, Ethical Marketing: no tricks, just sales.