Are You Scared of the Unsubscribe Monster?

Many coaches, especially those who are starting out, have the fear of “rejection” in the form of people unsubscribing from their lists. I can totally understand, when your list has only 50 people, 2 people leaving can seem like a lot – and personal. You may start doubting yourself, the value of your work, and the validity of your newsletter content.

Reality is, you don’t have the control to prevent people from hitting the unsub button. However, you can:

  • stop receiving unsub notification which can bring you down (most of the time, people unsub because they are getting too many emails. Nothing personal) and don’t get obsessed when you look at your newsletter report;
  • know that the process of unsubscribing is a way of “self-selection” – those who are not interested in hearing from you probably won’t buy from you anyway. When you get to the point of doing joint ventures, it’s way more attractive to your potential partner that your list has an open rate of over 30%, rather than a measly 15%;
  • continue building your list (so that a few people leaving doesn’t “hurt” so much);
  • make sure that you continue to provide valuable content;
  • put a personal touch in your communication so your newsletter doesn’t fall into the “just yet another promotional email” category; and
  • communicate with your list at reasonable and regular intervals, and pay attention to the balance between content and promotions.

There are a few articles in this Awesome Tips section on the topic of list building – and I will be working on more tips in this area as well as on the subject of creating a high-quality list by cultivating a relationship with your following. You can also use our Done-For-You articles to make sure you don’t run out of valuable content to share. Right now, I just want to tell you what I learned today:

I was going to increase the price of the Done-For-You 21-Day Email Coaching Program today. I have mentioned it once in my newsletter and also posted on social media. Sales was good over the past couple of weeks and I was debating during the weekend whether to send out another solo mailing to my list. I was afraid of the unsub monster. Then I recall one of my coaches saying something along the line that if you are not getting enough unsubs, you are probably not communicating enough with your tribe. This morning, part guts and part inspired action, I decided that I would send out a solo promo email to my list about the price increase which was to happen in just a few hours. Boom Boom Boom, 8 sales came in between I hit send and I got back from my yoga practice. Not too shabby. I got 2 unsubs. Do you think it’s worth it?

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Comments

  1. Very good article, thank you!

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