I was looking at my Aweber stats for my email list for this blog and found something that quite surprised me.
About 1 in 6 of my subscribers unsubscribe from my list!
This got me thinking of different reasons for why people unsubscribe mailing lists, and in the end I came up with 4 reasons. Think about your list as your read thought these reason and try to work out why people unsubscribe from your mailing list.
Why People Unsubscribe Mailing Lists
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They Just Wanted Your Free Gift
This is the problem with a ‘once only’ gift like an ebook or my free squeeze pages. Some people will subscribe to your email list just to access your free gift and then unsubscribe straight after. There is nothing that we can really do about this except change the way that we structure our bribe!
If you currently have an ebook, why not consider breaking it up into smaller bite size pieces and turn it into an e-course. This means that people will not be able to unsubscribe straight away if they want your fantastic information. Allowing you to start building a relationship and trust so that by the time your free course is over you will not only have a subscriber but an advocate.
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They No Longer Need Your Information
This is something that we really cannot control. Sometimes circumstances change for our subscribers and the service that we are offering will become something that they no longer need.
I recently had somone unsubcribe that left the following reason for unsubscribing:
Your newsletter provides great information but I am subscribed to so many newsletters I don’t have time to read them all so I am unsubscribing to most of them for a while. Thank you.
All you can do with these are you be thankful that they left happy and continue building your list!
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They Feel Used
We want to make sure that we never abuse the trust of our readers! Our subscribers have put enough faith in us to give us their email address and allow us to interupt them throughout their day – so look after this trust like it is your most prized possession.
This really comes down to how and how often you you contact your subscribers. I will be touching on this in an upcoming post, but people don’t want to be contacted every single day and they don’t want to feel like they are just another number in your pursuit of some extra cash. Make your subscribers feel valued and you will have a strong and profitable list!
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They Are Having A Bad Day
I don’t know if you have experienced this with your list, but with all their reasons (or rants), the only thing you can put their unsubscribing down to is that they had a bad day.
Sometimes it has nothing to do with your communication or your frequency, and we don’t know the reason. You were just the unlucky person that they took their anger or frustration out on. With these people please don’t take their comments to heart. Just let them be and go back to focusing on those who are still on your list!
As you can see there are reasons that we can fix and others that we can’t. So don’t worry about what you can’t change and go to work patching the holes in your list!
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{ 38 comments… read them below or add one }
The first point is the major cause of unsubscription. Many times people do it to get some freebies.
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It’s unfortunate to see people unsubscribing for any reason but it’s all part of having a list. Just about every time I send out an email somebody unsubscribes. Luckily, we can build up our lists faster than people unsubscribe from them so it all works out in the end!
Paul Roekle´s last blog ..The Myth Behind Affiliate Marketing And Why Your Doing It Wrong
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Tom Reply:
February 25th, 2010 at 2:27 pm
That is it! You cannot get all upset each time someone unsubscribes. just see it as motivation to push further and build faster!
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Tom,
Four useful things to consider when building your email list.
Is it fair to say they can be reworded to suggest they might be reasons why people don’t ‘sign up’ in the first place. Just a thought!
Regards
Paul
Paul´s last blog ..Forgiveness
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Tom Reply:
February 25th, 2010 at 2:30 pm
I guess you could in a way Paul. Some people will not download your free gift because you require their details. While others may not trust you enough! That is a good point!
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The one main reason people unsubscribe from lists is that they find it totally irritating when they see that their inbox is filled with spam like looking emails from unknown people! And the most unique part is the way the most of the internet marketers frame their email. Example “Hello there XXXXXXX, he did it again” blah blah when the fact is that the person does not know that person the other person at all. Another thing is that many of the IMs they just spam as many affiliate links in a day as they are capable, 1 in a day is quite much OK but 10-20 uhh!! Yes you are right the points you mentioned are also the main reasons people unsubscribe
Shiva@seo magazine´s last blog ..The Best Google Buzz WordPress Plugins
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Tom Reply:
February 25th, 2010 at 2:37 pm
I totally agree. I am looking at a post or a series on how to market to your list effectively but ethically. I do not think Spamming them will ever benefit you in the long term.
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Email lists is something i will am still yet to implement on my blog, and have found your site more than informative so far.
In my limited experience, getting the initial sign-ups is a hard task, but to keep them is even harder.
It’s almost like running two blogs, you need to think about things to offer exclusively to the subscribers, otherwise whats the point in subscribing?
If we can combat the points raised above then i think we can all have a much happier subscriber base
Barry@ Grow Some Money´s last blog ..Make Money Online With Cash Crate
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Tom Reply:
February 25th, 2010 at 2:39 pm
It is only hard if you go about it the right way. If you add value and continue to ad value you will not have to worry about subscribers joining or leaving your list.
Sure you have to add additional value to your list subscribers, but this doesn’t have to be hard. I will try and hit this point in an upcoming post.
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Tom,
the biggest reasons why i unsubscribe from any list is when the only send me mails to sell me a product or if the are sending me too many mails.
i personally do not unsubscribe after downloading an e-book or free information,i wait to see if more will come but if you only try to sell me a product or send me too many mails(like a mail daily) i become overwhelmed and will consider unsubscribing.
mk akan´s last blog ..Is Akismet Bullying Your Comments Too?
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Tom Reply:
February 25th, 2010 at 2:44 pm
It takes a lot to get people to unsubscribe. I’m probably signed up to 30+ email lists but I am just to lazy to unsubscribe from the ones I don’t like. A lot of them are the ones that only send you promotional emails and I think – how can this work (but it must be or they wouldn’t be doing it)./
However, that being said, I think that there is a much better way to do i, that will build trust and relationship with your subscribers, making them much more beneficial. And that is when you nuture your list and continue to grow them and help them (without everything being something they have to pay for!
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mk akan Reply:
February 27th, 2010 at 5:12 am
the fear of losing out if what keeps most of us from unsubscribing sometimes…but when i can’t bear it any more,i hit the button…
mk akan´s last blog ..The Magic of giving Free Samples, Free Downloads, Free Chapters And Free Information
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Hey Tom,
Really, there is nothing we can do, but there a couple things we can do help control when unsubscribes and who stays. However, a lot of the time people will send them email after email to them. You do have to provide value to them. I tend to keep it casual, but don’t sit there and try to sale them product after product. It won’t work. Just leave a link to your site, and if they really want something they will buy it. Another thing you can do is send them to non-sales articles on Ezinearticles and Squidoo. You have to solve problems so just keep that in mind.
Garen @ best web hosting service´s last blog ..Best WordPress Blog Plugins – Plug It In, Plug It in
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Tom Reply:
February 25th, 2010 at 2:47 pm
Exactly! Balue, value, value! I am not saying I do not go for the hard sell on some products, but that is because I absolutely believe in them 100% and I think that they are doing themselves a disservice in not having it.
The majority of the time I just write an email with an extract from my review of the product and go, I;ve just reviews XYZ, if you are interested in ‘topic’ you really should check it out.
Takes it from being a very hard sell email where they have no idea where they are going, to a trusted source because they are familiar with your blog.
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Tom -
I agree with some of the other comments – it seems to be about not overwhelming subscribers and not pushing your products too hard. I really try to deliver great value twice a week to my subscribers and keep it at that. Number 4 does ring true though – sometimes there is nothing you can do about it!
Phil
Phil – Less Ordinary Lliving´s last blog ..Stop taking life too seriously – 5 ways to enjoy the journey
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Tom Reply:
February 25th, 2010 at 2:49 pm
Good point Phil! And I know – getting those bad day unsubscribers sucks, but it’s comforting know that it was nothing that we did!
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Once again I am able to take some of your points and apply to my job as a pastor. I am finding this more and more as I read blogs outside of my niche. Keep up the good work Tom!
Kevin M.´s last blog ..Three ways to find rest when you really need it
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Tom Reply:
February 25th, 2010 at 2:50 pm
That is great Kevin. I’d love to know how you went about the conversion from list building to relating it to your job as a pastor? Care to share?
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Kevin M. Reply:
February 25th, 2010 at 4:21 pm
Sure, I would love to share!
I believe that the local church is called to reach the community that they are in. There are many methods to do this. I believe one great method is through offering different programs that meet the needs of the community.
A lot of people will just chose to attend the program and not go any further (i.e. They Just Wanted Your Free Gift).
A lot of people will stop attending the program because the feel their needs have been met or they don’t need it anymore because their situation has changed (i.e. They No Longer Need Your Information).
Some people will stop coming because they feel that you are trying to pull the wool over their eyes and that the program is just a secret ploy to convert them (i.e. They Feel Used).
And finally, some people will stop coming because they get offended some how or they are just plain grumpy (i.e. They Are Having A Bad Day)
I have painted this picture pretty broadly and generally but these points definitely relate to what I do in many different ways!
Kevin M.´s last blog ..How do you share blog posts that you like?
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Tom Reply:
February 25th, 2010 at 4:42 pm
That is fantastic! Isn’t it great how the basic idea can be transferred into a totally different area yet still have the same result!
I totally agree with everything you said, and it really get’s you thinking about how the Church can better service the community.
Eleanor Edwards from UK Charity GiveABrick Reply:
February 26th, 2010 at 6:13 pm
I agree with Tom. Wow! That’s just blown me away. I would never have thought of it like that. Wish we had pastors like you in South Wales
Personally I seem to fall into categories 2 and 4. Sometimes I find that I have just outgrown sites that were once informative – hitting a plateau of sorts and it just seems that the time is right to move on. At other times I may receive the message with the wrong time which it becomes easy to become frustrated and unsubscribe. Of course the deeper the relationship the less chance that I will unsubscribe for any reason.
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Tom Reply:
February 28th, 2010 at 5:16 am
Exactly. That is why building relationships with your subscribers is so important!
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Hi Tom,
Actually 1 in 6 is pretty good. In fact I would submit that you are not promoting enough to them. I’ve made the most money from sites where the unsubscribe rate is about 1 in 3.
I want to rid my list of “non-action-takers” as quickly as possible so be happy when people unsubscribe from your list.
I even wrote a post about it:
http://www.membercon.com/high-fives-for-unsubscribes/
Tim Bourquin – MemberCon.com´s last blog ..A Fellow Content Creator Needs Our Voices
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Tom Reply:
February 28th, 2010 at 5:19 am
That is a really good point Tim, and love the post you linked too!
“I’ll take a list of 200 buyers over a list of 20,000 “fans” any day of the week and twice on Sunday”
I have always said something similar, but by not actually selling to them effectively I am really stabbing myself in the foot! Thanks for the reminder.
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Tom, I must admit this is one of the reasons I don’t have a squeeze page. Based on my own personal experience I subscribe to get an ebook and unsubscribe soon after. But as long as the blog or website continues to offer good, engaging content I’ll be back anyway. I don’t need an email to remind me.
That’s just my personal approach to blog surfing.
In the example of an ecourse – I haven’t signed up for any basically because I don’t want to keep getting the emails.
I know, I’m hopeless, but I really don’t mean to be I just wanted to share my thoughts.
Thank you.
Ileane´s last blog ..Build an Online Profile for Your Blog with Retaggr
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Tom Reply:
February 28th, 2010 at 5:21 am
I think that you have to use different methods to attract different personalities – because you are trying to attract as many subscribers as possible.
That is the exact reason I love free ecourses, because they want you to email them each day of the course. This means they are motivated and are looking for what I have to offer – and this means more likely to buy!
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well thought article. I like the part about trust that we are giving when subscribing.
ps: you have old copyright year in your footer
good luck
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Tom Reply:
February 28th, 2010 at 5:21 am
Thanks for letting me know! I have just changed it to 2010!
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Hi Tom,
Found your blog through Ruth’s blog (webcareer) and I immediately found a very interesting post. I’m building my first business list (already have a few lists for my niche blogs, but now I’m doing one to promote my own services more) and the points you are talking about here are very usefull for me.
I also recognize myself in these things, especially in the subscribing for the free gifts and unsubscribing right away. I only do that if the products seems very interesting. I normally don’t have the time to read the mails I get, so in most cases I unsubscribe right away to not clutter my mailbox.
I did subscribe for your list, and will stay for awhile, it looks like you have some interesting things to share that I can use for my business, so I’m following you for awhile here
Leslie
Leslie´s last blog ..When Success With Clients Get In The Way Of Creating Passive Income
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Tom Reply:
February 28th, 2010 at 5:24 am
Ruth is doing amazing things through her blog and I am glad that you were able to find my blog!
I noticed when visiting your blog that you give no incentive to visitors to subscribe to your list. I think that you would have a much higher conversion rate if you created a simple free ebook or report!
Thanks for subscribing. I think you will like what I have install (I have a lot planned, so I hope you don’t leave too soon
)
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Hey Tom… I totally agree with you… The one thing that really turns me off is when people send you an email everyday that says… “Buy, buy buy…”
I don’t mind getting a sales letter here and there, I’ve stumbled across a ton of cool stuff by doing that… But when it’s twice a day and it’s nothing with value, it pisses me off.
And here’s a Reason #5 why people will immediately unsubscribe from a list…
- The free product or service sucks… I’ve immediately unsubscribed from tons of lists after downloading their free products because the products blew sea monkeys and didn’t do what they said they were supposed to do.
BrianJUY´s last blog ..How to Sell Your Product or Service
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Tom Reply:
February 28th, 2010 at 5:25 am
I am the same as you. I don’t mind getting sold to, but it is when it is like a flood and contains no additional value ever that it starts to bother me!
By the way, I love your sixth reason. That is something I have come across quite often.
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I don’t have a list or autoresponder so I can’t really comment from that perspective but from a readers persepctive, I know I usually unsubscribe if I’m no longer getting value from the email. The other one that does it for me is when someone sends me part three of some ecourse when part 2 was sent so long ago, I can’t even remember receiving it
And yes, I’ve been guilty of subscribing just for the freebies
Eleanor Edwards @ UK Charity GiveABrick´s last blog ..How to procrastinate
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Tom Reply:
February 28th, 2010 at 5:27 am
haha! I will keep that in mind with my upcoming ecourse. Although I plan on completely finishing it so the set intervals will be daily.
Don’t feel too guilty. I have done the same myself sometimes!
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I often unsubscribe from lists where I feel the owner is never a giver of information, but only uses his/her list to sell, sell, sell. If every update/Aweber blast I receive from a list I subscribe to is one that is promoting the latest and ‘greatest’ new IM product, that is a sign that I need to unsubscribe immediately!
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Tom Reply:
February 28th, 2010 at 5:30 am
Haha. I can totally relate! I had a bad experience with a list earlier this week when I subscribed for a free gift and then was sent to another page to submit my details again before I could gain access to it. They were actually using someone else’s free gift to build their own list. As you can expect – I unsubscribed.
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Ok, here’s my take! Why in the world would you un-subscribe to the only Blog that deals with the critical aspect of building your list? At least the only Blog that I know of anyway! I did a Google and I didn’t really find any other Blogs that deal with the subject. I don’t get it!
Ok, let me think through this carefully ….. the money is in the list, un-subscribe to Blog that teaches about list, forgo earning money by learning everything you can about building lists ….. oh I get it. ….. ??????
Lead on Tom, I hanging with you!
Jeffrey´s last blog ..Blogging For Bullet Heads … Six Months Later!
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Tom Reply:
February 28th, 2010 at 5:31 am
Thanks Jeffrey. I will do my best to not scare you away
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Hey Tom
I’ve only just started building up my list recently and as yet no one has unsubscribed. But I’m sure it won’t be long.
I think the reasons I unsubscribe from lists is because
1: They’ve become boring and the content is become irrelvant to me
or
2: They come in on a day when I’ve gotten a million and one emails and I unsubscribe out of frustration.
Some great insights here Tom, thanks
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As with your first point, I find that people only unsubscribe if you keep hammering them with newsletters that don’t interest them anymore.
If you post a newsletter about once a month to the people who signed up to receive your free gift, they will stay longer on your newsletter then if you post weekly – especially if they are not interested in what you say in your newsletter, especially if you are just promoting your product or services, and not giving them an new information.
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Tom Reply:
March 1st, 2010 at 12:57 am
Then again, do we really want them on our list if they are not interested? I send emails up to two times a week, and if people don’t like that, then chances are they wouldn’t buy anything anyway – so I don’t really want them on my list.
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I usually unsubscribe mailing lists when they start mailing too many articles that don’t really have to do with the actual reason i subscribed for.
For example i just unsubscribed a list with someone that started to post many Interview articles. I’m not subscribed to read the interviews at all, so they should really stick with the actual reason someone subscribed for.
Eli´s last blog ..How To: Add Shine on Edges in Photoshop
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Tom Reply:
March 1st, 2010 at 12:58 am
That is a really good point. Even though our interests change, it doesn’t mean we should change the direction of our list!
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Good job on starting your list! Can I recommend that you at least remove the last name field? I have found that the more information that you ask for the less people who will subscribe. It all comes back to providing your visitors with the least obstacles!
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I know for sure when talking with folks on my lists, one of the most frequent reason for unsubscription is “I am getting too many emails”
I think the real reason they’re saying that is that they recently got on a “giveaway” event and received a flood of emails, and find it “hard” to select the god from the bad email newsletters, thus unsubscribing even from “reliable” lists.
I’d say to keep your list super targeted and NEVER send non related offers, or folks will not read emails, or even worse, remove from your database.
That’s why sub-list building is more important and 10x times more profitable than list building…
Q: what’s better – a 100-subscriber list that’s interested in “adsense” or a 1,000-subscriber list interested in general “internet marketing”?
Codrut Turcanu I List Building Tips´s last blog ..AWeber VS GetResponse [Which One Is Better and Why]
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Tom Reply:
March 1st, 2010 at 12:59 am
That is a really good point. There are way to many people just promoting ‘make money online’ and their products are from all over the place. I’d rather be on a much more specialised list.
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Really, there is nothing we can do, but there a couple things we can do help control when unsubscribes and who stays.
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One quick tip
Whichever company you use to build your mailing list, make sure you stick with them. All those email address that you’ve collected from your old email provider/autoresponder, you have to have them opt in to your mailing AGAIN in order to transfer them to your new email service provider.
Jack@Aweber Email Provider´s last undefined ..Response cached until Tue 2 @ 0:58 GMT (Refreshes in 23.98 Hours)
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Tom Reply:
March 1st, 2010 at 1:00 am
I am with Aweber and was told this as well, but think it is only something that Aweber does. Because I transfered a list from Aweber to MailChimp to test out Mail Chimp and they didn’t send out a re-subscribe email.
But I definitely agree that it is best to find the best option first, and I believe that the best option is Aweber.
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people have reason why they unsubscribe and i guess having too many emails is one of them, still not familiar on how mailing lists works in a blog… i need to do some research… and try to implement it as well…
At one point, i think i’m guilty, i remembered subscribing to one of the mailing list of a forum just to get a free software, then when i got it, i just unsubscribed.. my bad… after reading this article, never will i do that again…
sernan´s last blog ..Top 5 facebook Games
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Tom Reply:
March 1st, 2010 at 1:02 am
Don;’t feel guilty for that. List builders expect this to happen. That is why I recommend having a gift that isn’t all given at the one time like an e-course.
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I don’t really have a problem with unsubscribing with my feed readers but I have had a few Facebook fans leave me. It seems that on Facebook, when I only post links and motivational quotes, I don’t get any reactions. But when I talk about things I’ve learned or what I am doing, they seem to react positively.
I’ve worked hard to get my subscribers and I will do just about anything to keep them. Thats why I do very little selling and more conversing on with my readers
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Tom Reply:
March 1st, 2010 at 1:02 am
But you have to think. What is the point of having a million subscribers if they are not making you any money?
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All of them are correct and we have to accept that and let it be. Try to refresh their mind with new food
Tinh´s last blog ..Trend Micro Internet Security 2010 FREE for One Year
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@Jack from Aweber, Isn’t it possible to export all your email subscribers and import them into your new email list software? Sometimes they may need to resubscribe, and you will likely loose a lot of subscribers – but if they unsubscribe, they probably not reading your email anyway. If they software doesn’t ask them to resubscribe, the subscribers probably wouldnt know that you have changed.
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Interesting post, Tom.
I think it is just par for the course. That’s why there is a targeted approach to list building, knowing that not everyone will stick around, and that’s okay. It’s a numbers game so to speak and if we build a list of targeted subscribers large enough, this will overshadow those that fall away.
Some will only subscribe to get the offer, and I have no issue with that, at least they will remember you when they read or use it.
I’m about to launch an ecourse to jump start my intake of subscrbers, but I know that the numbers will always fluctuate.
RSS is the same way. Some just decide to clear out their readers and unsubscribe. I recently did the same myself.
Jimi Jones´s last blog ..6 Time Management Tools To Help With Your Efficiency
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Tom Reply:
March 2nd, 2010 at 12:23 am
Great to hear about your ecourse! I’d love to know how you are structuring it, cause I’m in the same place at the moment.
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These are four great reasons and while I think I’ve done 3 of them (I have never subscribed, downloaded the freebie and then immediately usubscribed), there’s another one that I’m guilty of.
When subscribe to someone’s newsletter and they have subscribed to mine – it’s great and we are mutually benefiting each other. If you unscribe from me, well, I must admit that I will then unsubscribe from you. If my stuff isn’t good enough for you, then guess what? There’s no way that I’m going to waste my valuable time and email inbox to read your stuff. Kind of tit for tat. Not very lofty, I know but it’s being honest
Karen
Karen´s last blog ..Do You Need To Let Go And Forgive?
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Tom Reply:
March 2nd, 2010 at 12:25 am
haha, that is great Karen! That is fair enough, but if you list grows to a large state how do you keep track of that?
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Karen Reply:
March 3rd, 2010 at 7:25 pm
I know who I read on an ongoing basis and who I have subscribed to. It’s not everyone that I would do it, but if I consider you my friend and we’ve subscribed to each other’s newsletter and then I find out you unsubscribed from mine? Well, I’m unchecking from your newsletter toute suite. I don’t have that many online friends with newsletters so I know who they are!
Karen´s last blog ..Garbage In = Garbage Out: Why You Need To Control What You Allow Into Your Life
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one of the main reason I unsubscribe from one’s list is that it’s very irritating to see follow ups and bradcasted messages DAILY or even 3-6 times a day. many people do this and I experienced it quite alot back then… they even promote useless products…
anyway, I think the best and proper way to do follow-ups or broadcast message is at least just once a week or once every 2 weeks.
elie @ make money online´s last blog ..How to Start a Blog and Make Money – Coaching Videos
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Tom Reply:
March 2nd, 2010 at 12:27 am
I think that is fair enough and I know there will be people like you that would not like daily emails, but my new ecourse is going to be daily for the first 10 days because I want my readers to take action. After the 10 days it will cut back to once or twice a week.
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A lot of great points here. I very rarely ever subscribe to anyone’s blog, no matter how much I love their content. I just hate having my email overloaded. I do believe that a lot of people unsubscribe because they did just want the free item. Sucks, but that’s how people are.
If I love their content, I bookmark their blog and come back. Plus, I get tweets on the new blog anyway, so why also get an email? It gets annoying. And, I find I’ll leave a comment on that new blog and 6 hours later I’ll get an email telling me there’s a new blog. Duh! lol It’s just easier to come back when I have the time and see what new advice they have. Leave my email alone!
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Usually I unsubscribe when I find it getting too noisy and off-topic!
TechChunks´s last blog ..Supersized Heavy-Duty Robocop Joins LAPD
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The first point is always true. They just sign-up for the free content.
Agent Deepak´s last blog ..Interview with James Richmond – The InfoPreneur
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There’s nothing guaranteed to send me into a state of dispair is to see the number of RSS subscribers drop. I know it’s not the same as newsletters, but my subscription list is pretty stable. I don’t message too often other than a weekly blog post round up and maybe once a month a newsletter.
I really want to grow my subscribers substantially and I’m running out of ideas
Any thoughts?
Matthew Needham´s last blog ..The secrets of becoming rich
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Tom Reply:
March 6th, 2010 at 11:13 pm
Are you talking about an email list Matthew? If you are then I would recommend creating a free gift to give your subscriber , other than that I would push your subscribe form up a bit higher, maybe where you featured articles are.
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Tom, today I spent more than an hour reading all of your posts on List Building! Your blog is a treasure trove for list builders.
One tip I can suggest is to add a message footer for all of your emails. For example you can list the TOP 10 articles in your blog. This way you can push the compulsory unsubscribe option, way down the page. The user will have to scroll down to see that section. It’s accessible but not highly visible.
Aaron´s last blog ..It’s Time to Quit!
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Tom Reply:
March 14th, 2010 at 4:01 pm
Aaron, that little tip is gold! I have seen a lot of internet marketers who just leave a massive space between the bottom of their content and the unsubscribe link, but I find that a little unethical . Whereas your tip is just providing addition quality information!
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I think you can avoid this if you have the what we call “Timeless Articles”. What I mean is that, your article remains relevant even after a few years. People will still look for it.
Another thing I learned from Copyblogger, is that, creating a “valuable” content is a must for every professional blogger.
Vince´s last blog ..Reasons Why Blog Fail
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