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People subscribe to get ebook, then unsubscribe

by gwpmike
19 replies
Recently I've noticed that more and more people opt-in to a list just to download the ebook/video series/whatever is being offered, and then they unsubscribe after download.

I'm not using sending tons of follow-ups and especially not selling anything right away, just giving valuable information or linking to articles on my blog. How can I make more people stay on the list after getting the download? Is there really any way to do that?

Thanks,
Mike S.
#ebook #people #subscribe #unsubscribe
  • Profile picture of the author briankoz
    There's two things you should do:

    1. Advertise something to them right away (like a one time offer or several) right when they sign up before they get the download.

    2. Not worry as much about the people who unsubscribe. Everyone always worries about the few who unsubscribe and ignore the fact that there's a ton more still on their list that you can promote to.

    Brian
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  • Profile picture of the author lotsofsnow
    Yes, that is possible.

    One way for example is to tell something in your sales letter (where you sell the free download) about something that is going to released to your list in the near future.

    "Download the free banana and also get on the early bird list for free apples that are being released shortly before they are ripe..."
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  • Profile picture of the author Alexa Smith
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    Originally Posted by gwpmike View Post

    How can I make more people stay on the list after getting the download? Is there really any way to do that?
    Yes ... it's about continuity. You need them to be awaiting and expecting something else specific, in a little while. (And before that, you need continuity between what brings them to your site in the first place, what they see when they get there, what makes them opt in and what they expect next).

    You can explain this where/when they opt in, so that they don't unsubscribe immediately they've downloaded the freebie, and then use the freebie itself as part of your continuity-process (this is key: it significantly increases your open-rates as well as reducing your unsubscription-rates).

    Here are five posts/threads which may collectively help you (some of them address this specific question, as I remember) ...

    What are the essential things to know about list building?

    Lists: How Long to Presell - Averages

    Website or squeeze page

    Where to get reports to give away on opt in page?

    Autoresponders vs. Broadcasts

    Bear in mind, too, that there may always be some people who'll unsubscribe, whatever you do. And those are people I'm pleased to lose, because I don't want to be sending them email for ever that they're not going to open, if they don't really want to be on my list.
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  • Profile picture of the author Mike Hill
    Originally Posted by gwpmike View Post

    Recently I've noticed that more and more people opt-in to a list just to download the ebook/video series/whatever is being offered, and then they unsubscribe after download.

    I'm not using sending tons of follow-ups and especially not selling anything right away, just giving valuable information or linking to articles on my blog. How can I make more people stay on the list after getting the download? Is there really any way to do that?

    Thanks,
    Mike S.

    Simple solution:

    On the download page have a quick video at the top that gives them a second free offer that will be available in a few days. You're just putting the finishing touches on a report or video that when ready I want to give you free access. I will email you when it's ready, which shouldn't be more than a few days. In the meantime, download and dive right into XYZ download I have for you below this video right now.

    In addition to that you should also have a call to action in your free report or free video as well. After you deliver on your promise you need to move right into your offer.
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  • Profile picture of the author Venturetothetop
    I noticed this recently. I've been busy with my tech business recently but Aweber bumped me up a pay level so I logged in to check what was happening. I'm still getting about 300 new subs a weeks, but amazingly almost 90% of them unsubscribed within seconds of receiving my free ebook.

    That could be that my niche is finding this an appropriate method or more likely, someone out there is recommending my ebook but telling their users that they do not need to stay on my list and they should unsubscribe as soon as they get my book.

    I'm distracted by other projects so I'm not too fussed about it, but I do put a 2 page self advertisement at the end of it (along with links within the main text that lead back to my other good content).

    I find this has helped people find me on Twitter and has sent many people over to my blog.

    My list is a great marketing tool but so is my ebook. I don't care how they get it or if they are on my list, I just want them to not only remember me but actually want to start following some of the stuff I do and maybe even buy from me.

    If this sounds confusing, I have the flu.... forgive....
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  • Profile picture of the author lgibbon
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    Originally Posted by gwpmike View Post

    Recently I've noticed that more and more people opt-in to a list just to download the ebook/video series/whatever is being offered, and then they unsubscribe after download.

    I'm not using sending tons of follow-ups and especially not selling anything right away, just giving valuable information or linking to articles on my blog. How can I make more people stay on the list after getting the download? Is there really any way to do that?

    Thanks,
    Mike S.
    It's probably because the ebook turns out to be just a collection of affiliate links.
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    • Profile picture of the author gwpmike
      Originally Posted by lgibbon View Post

      It's probably because the ebook turns out to be just a collection of affiliate links.
      That's not true. My ebook contains a lot of valuable information and a step-by-step system that helps people create squeeze pages, get traffic and build a list of subscribers. Yes it does contain affiliate links, but not for useless products. The affiliate links in the ebook are for things like hosting, domains, ect. The links in the ebook can also be rebranded by people who download the ebook and want to use it as incentive on their squeeze page to build their own list. I put a lot of time and effort into this thing, and I'm not just trying to make a quick buck or sell anything to people. I've even created my own squeeze page generator, show people how to set up squeeze pages and blogs without web hosting and other things that are necessary in setting-up an online business.
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  • Profile picture of the author retsced
    Don't worry about it. Anyone who downloads a report, and then immediately unsubscribes is a freebie addict. You don't want those time wasters on your email list anyway. However, if this is a regular occurrence, you need to look at your traffic sources, opt-in page the report itself, and the first impression you give off.

    It's only natural that a lot of people in the MMO market have very low expectations on what they're going to receive when they opt-in on "one page" squeeze pages. Many of them have already made up their mind to not open your messages well before they give you their address.

    A lot of the time, if someone unsubscribes immediately from your list, it's because they have very low expectations on what they're going to receive. Actually, it would seem obvious that the email address they entered into your opt-in form was an email address they use to get free content, and therefore, they most likely wouldn't have opened your emails anyway if they didn't unsubscribe.

    That doesn't mean you shouldn't take the advice given above. You do know that there are many, many variables to consider when building an email list, right?
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    • Profile picture of the author Steve B
      Mike,

      I have a little different view of what's happening although it may not apply as I don't know what you are offering as a bonus download, what your site offers, how targeted your prospect traffic happens to be, etc.

      But one thing that I see many marketers get wrong is this:

      Their main offer, the reason you want to attract customers to your site, is not compelling enough by itself to get the prospect to want to subscribe to your list.

      So the thinking is "I'll just grab this freebie even though I'm not going to ever go to the site (offer)."

      The freebie offered should be a bonus, a present, a "push over the top" for anyone sitting on the fence about investigating further what you offer. It should not overshadow or be the only real enticement there is to joining your list.

      I hope that makes sense.

      You want prospects that are lazer-targeted and perfect candidates for your main offer. You want prospects that are hot for your fantastic product; in essence, you are after people who see your freebie as "just" a bonus, icing on the cake, but not the only or main reason for joining your list.

      If your site / product / service (whatever you're selling) is compelling enough then the opt-in is going to stick regardless of what the freebie might be. Certainly, some folks will "grab and go" at opt-in, and as Lexy says, these people are really doing you a favor by not staying.

      The very best to you,

      Steve
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      • Profile picture of the author JohnMcCabe
        Another thing I see a lot of people do is go over the top selling the freebie in order to get someone to fill out the form. They don't spend any time on why someone should stay on the list. So people grab the freebie and figure they have the meat and potatoes, so why stick around for the steamed broccoli?

        Since you said the report is rebrandable, you may have people doing exactly that - grabbing the rebrandable report with no interest in anything but the possible commission they can make for spreading the report around.

        Teasing these people with the prospect of another freebie may keep some of those people around for another round. Maybe. But as soon as you make an offer they have to pay for, they're gone faster than a Floridian who hears a rumble of thunder in the summertime.

        Finally, way too many people are fixated on getting as many people on the list as possible, rather than getting the right people on the list. Your opt-in process, including the freebie offer, should act as a filter, letting those most likely to respond through and discouraging those who just want to "dine and dash"...
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  • Profile picture of the author WillR
    When are people unsubscribing -- that's what is important.

    Is it right after they download the freebie? If so then you need to give them a reason to stay on your list.

    Is it after they receive a few emails from you? If so then you need to work on the followup content as people are not finding it valuable enough or worth staying on your list.
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  • Profile picture of the author David Maschke
    A drunk Irishman, in an old-fashioned style tavern, gave me some valuable advice, "Make yourself the pot of gold at the end of the rainbow young lad, not the freebie during the opt-in process. Now be useful and go get me another pint of ale before I wring your neck and hang ye out to dry..."

    The year was 1825, and I'll never forget that old man and his wisdom. I owe him so much, sniff...
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  • Profile picture of the author Randall Magwood
    Get more leads coming in, offer a tremendous free ebook, and for those who do remain on your list... continue to pump them with excellent info and of course... lead them to a link where they can buy your product.
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  • Profile picture of the author bloggerd
    There normally the freebie seekers and I am always happy for them to unsubscribe, if I could I would click the unsubscribe button for the freebie seekers myself..
    I'd be more worried if subscribers who had been with me awhile started to unsub...
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  • Profile picture of the author Moneymaker2012
    Well it's not strange, it's very normal. You can't get rid of people who sub to you just to get the freebies, and nothing you can do to make them stay.
    at least you should be happy you know who are the real subscriber, just give good valuable stuff to the list and they will stay with you.
    the important thing is the subscribers who stay with you and wait for your next guide, so don't get dishearten and focus on those real subscribers who are worth fortune.
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    • Profile picture of the author radhika
      I will try changing few things like:

      1. Geting something from the ebook.
      2. Giving the ebook in TWO parts with 1 - 2 weeks apart. Or sending same info as an ecourse for a month.
      3. Asking them their unsubscribe reason before leaving. You get very strange/funny responses this way.
      4. 24 hour promotional offer.

      .
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  • Profile picture of the author AlexGeorge
    This happens to me sometimes. You should consider looking at where they came from. If they came from Adfly or some other cheap ads service, then it's not uncommon. Most people who come from these sources tend to be in it only for the freebie, and will unsubscribe after they have got their free eBook.
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  • Profile picture of the author Nate A
    No idea what niche you're in, but I have done this personally myself (opting out immediately)

    Those who do, never intended to opt in in the first place. But here is the great part about your situation.

    The market you are in is obviously hungry for information, however, you and your competitors have become TOO PREDICTABLE.

    They know exactly what is coming, yet they still BITE!

    The real question is, HOW ARE YOU GOING TO DIFFERENTIATE YOURSELF FROM YOUR COMPETITION?!

    You have a golden opportunity to stand out from the crowd, add real value to your market, and make more money.

    Could be as simple as addressing the problem head on in your copy:

    "Hey, this isn't your average opt-in page where I will bludgeon you with offer after offer. In fact, quite the opposite is true, if you aren't satisfied with the emails I send or don't see any value in them, let me know and I'll send you a copy of my product worth $XX absolutely free"

    You get the idea, risk reversal. Your market is used to getting burned, so you have to really lower the barrier of entry and then stack on the value.

    Good luck dude
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