We all subscribe to newsletters we mean to read and then don’t. And then we transfer that feeling to our readers and worry they’ve done the same thing. I combat that by regularly asking folks to unsubscribe. (And if I discover I’m not reading a newsletter, I unsub myself. There’s only so much time. We can’t do it all. What we cull is as important as what we keep.)
Telling them it’s okay to leave helps cull the folks who are staying because they’re too nice to unsubscribe.
Everyone is busy. I see the choices as (a) be easy to ignore, and become One of Those Newsletters, or (b) be so good they don’t want to ignore you.
Yeah, (b) is harder. It’s also the professional choice.
One of the biggest mistakes authors make is thinking their newsletter is about selling. Marketing, which is what your newsletter is part of, is about building relationships. When you have good relationships with people, they’ll buy without you “selling” at all.
When you imagine that one person you’re writing your newsletter for, also remember that you’re not dragging a friend down the alley to mug them (because it’s not about money.) Instead, you’re chatting with someone who asked you to talk to them. Would you really say “I’m sure you don’t really want to talk to me, so I’ll keep this brief and infrequent”?
Pardon me while I get geeky for a moment.
Newsletter tools that report “opens” do not, in reality, know who opened your email (let alone who read it.) The only method possible right now to measure “opens” is to include a tiny invisible image in the email and hope that the recipient will enable their email program’s ability to include images. In Gmail, for instance, images will not be displayed unless you give permission. Many programs, like Microsoft’s ubiquitous Outlook, have a preview pane, allowing a recipient to read your entire email without ever actually opening it and activating the invisible image trigger that notifies the newsletter tool.
Social media is not about making the most connections, it’s about making the right connections.
Thank you for unsubscribing from my newsletter. I hope the process was clear and simple.
Don’t take this wrong, but I’m glad you left. Here’s why: