A Warning To List Marketers
The emails each pitched a different product. Two of the offers were not my own; one was mine. In the third email to go out, I mentioned that I hoped I was not wearing anyone out with three emails in three days. Well, it's clear that I was wearing them out! The unsubscribe rate after the first mailing was the normal low percentage. It was still low after the 2nd email went out a day later. But the third day in a row - even with an acknowledgment from me in that email - resulted in a spike in unsubs.
So, you're probably thinking that my warning to you is to avoid sending emails pitching things to your list every day, right? WRONG! I am not saying that because it's not that simple.
The real point here is that you "train" your list members to expect emails from you on a schedule based on your sending patterns. If you deviate from that pattern in a significant way, you upset the apple cart. And it actually works both ways. I've also had lists in the past that I neglected for too long. The list went "stale" and when I finally did email them, the same thing happened. In fact, it was worse then. More of them unsubbed and a few even sent spam complaints.
The lesson I'm taking away from this experience is that you need to realize that you are training the people on your list, whether you realize it or not. And whether THEY realize it or not! They get used to seeing you in their inbox based on your regular sending pattern/schedule. If you mess with that to any large degree, expect more of them to unsubscribe.
Like I said, though, this is not really a simple thing. The other side of this is that I did make more money in those 3 days! A significant increase, in fact. So that goes on the "plus" side. The problem is, I don't have a system in place to keep up with the attrition rate. I can't add enough new subscribers to keep up with the spike in those dropping off. So the additional income would not last very long if I kept sending "pitch" emails every day. Besides that, I'm just not comfortable burning through a list, even though it made me more money. So there's a personal preference aspect to this as well.
See? It's not at all a simple decision. There's a lot more going on than meets the eye when you do list marketing.
In the final analysis, I won't be sending sales offers every day to my list. I'm prepared to leave money on the table for the sake of less list turnover and for the sake of operating more in line with my own personal preferences.
Anyway, there's a "day in the life of" one of your fellow marketers. Well, "3 days in the life of." I hope it helps anyone else struggling with these issues or wondering how much it all matters.
John
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