Trying to grow your email list? Read on…
With every blog post, I was trying to please Penny.
She was one of my earliest subscribers, back in 2006 when I started to build an email list. She was also a friend I highly respected and who I wanted to think well of me. I didn’t want to share anything in my blog and newsletter that wasn’t relevant to her so I wrote about topics that were generally appealing. I trod gently, kept between the lines.
But as my focus on self-employment became clearer and my passion for authentic marketing and heart-centred business grew, I became more targeted and specific in the wisdom I shared.
One day, Penny and I were having lunch and she mentioned, “You know, I’m not really finding your blogs all that interesting these days. They’re all about business and I don’t want to run a business.”
I smiled. She’d said it so beautifully. Penny wasn’t my niche. She wasn’t one of my Tribe. She wasn’t going to spend money with me and it was a relief to see I’d stopped making her interest the benchmark of my blog success.
Fans versus Customers
Are you trying to appeal to everyone in your blog posts, videos and social media interactions? How well is that leading to happy paying clients?
Unanimity is impossible unless you are willing to be invisible. “It’s not for you” is easy to say and incredibly difficult to do. You don’t have much choice, though, not if you want your work to matter – Seth Godin
My blogging philosophy is this:
It’s better to have 100 loyal subscribers than 1,000 who delete your message each time they see your name. You can run a profitable business with a relatively small list. Quality trumps quantity when it comes to list size.
And as long as a subscriber finds most of your posts relevant, they’ll stay subscribed. They’ll forgive the odd curve ball if most of your content is right on target for them.
So, consider celebrating each unsubscriber. When you get notified that someone has left your list or unfollowed you on social media, wish them well. Be proud that you spoke with a bold enough voice. Say, “Yes! I was visible. I shared a point of view. I didn’t apologise for being in business.” Don’t be afraid of being Marmite – express yourself so authentically that people will either love you and want to pay for your services, or leave.
Help them leave
Once you’ve decided to look forward to unsubscriptions, clear up the practical side by using professional software to manage your email list. I use AWeber (that’s an affiliate link) which makes it easy for people to opt out without having to awkwardly email you and ask you to please stop emailing them. (If you have recommendations for other mailing list software, please add them in the Comments section below.)
With a professional approach, you’re then practising permission marketing. When you make it easy for people to unsubscribe, you can assume that your list consists only of those who actively want to hear from you – and will likely want to pay you one day soon.
Over to you
Have you been holding back your authentic voice, for fear of people unsubscribing? Are you staying vanilla when really you’re chocolate chip or cherry? Are you pretending you’re not selling something? Leave a comment, let us know…
Click here to tweet ‘Quality trumps quantity when it comes to list size’!
How to blog to get clients
Eager to know how to blog for a niche audience that are hungry for your paid offerings? Stay tuned for the launch of the How to Blog to Get Clients masterclass, coming soon.
And if you want to find out more about newsletters, professional list management and permission marketing, turn to Chapter 6 of Turn Your Passion to Profit: a step-by-step guide to getting your business off the ground. (Haven’t yet got your copy? Click here > > )
© Corrina Gordon-Barnes 2013
Great post Corrina! I now have permission to fully be myself in my next newsletter! Yay! And that pang of pain from the unsubscribers? Gone! Yay!
Maria – Full permission indeed. Maybe come back and share your next newsletter with us?
Thanks Corrina! I will do that!! I’m going to be reaching out to my tribe for some research – so putting lots of your advice into practice.
Hugs xx
Love this. Numbers, shumbers.
You’re so right, I’ve got a really buoyant growing list and my tribe use my newsletters to respond and connect with me and my services, it feels like I’m opening up dialogue via my weekly newsletter and to me, that’s a completely sacred process, so I only want people that dig my shiz to be in on that awesomeness.
It’s the same for other people’s newsletters, you KNOW when you’re NOT being spoken to, which makes it super easy for me to hit the unsubscribe button.
Lisa´s last [type] ..Telling your truth
Lisa – Love that you use the word “sacred”. Your voice and transparency create intimacy with your Tribe and you only want people to stick around who you enjoy being intimate with, right?
You are a mistress of authentic voice, btw. (And a typo made that “authentic vice” – now what would that look like..?!)
I have to admit, I go through ritualistic mourning when I get an unsubscribe…especially from a friend. Although I feel stupid every time this happens and prepare myself for it once the newsletter goes out it still stings. This article has helped me add some resilience to my aims and hopes for my business which needs to grow and develop into a new audience anyway. Thank you, Corrina! My next newsletter will kick ass!
Dom – Great to see you here!
An example: someone unsubscribed from my list last week (when I was promoting the Getting Clients Starter Kit) and gave this reason: “Not so interesting, not enough news in the newsletter, but a lot of selling stuff I don’t need”. There IS a momentary sting – none of us enjoys being told we’re not interesting! – but resilience kicks in quicker and quicker when we see that if someone isn’t a match for what we’re selling, it’s fitting that they don’t find our content relevant either.
Ahhh, Once again, you write the right thing at the right time. I was just pondering overnight how my list is very small (just 127 currently) but at the same time, I get a 60-75% open rate on my newsletter, so I guess that isn’t too bad at all! I am just about to launch my next mini detox, and was really worried about ‘selling’ it to my list, as at least 20 people on it have been there for ages, and are either family or close friends, and I didn’t want to bore them. After reading your post though, I will really try to remember that they signed up to be kind to me (which was very sweet) but the fact they are there means that they must be actually enjoying it in someway, and that if they are somehow offended by me wanting to make a living from my work (ooooooh, can you imagine…!) then I am happy for them to unsubscribe!
I’ve had a couple of unsubscribers in the past, and it did feel really strange, but they were people who hadn’t interacted with me in any way, so now I’m feeling really glad as they were clearly not the right folks for me – now I’m wondering what I could do to make it even easier for people to unsubscribe…hmmmm.
As always, a brilliant post, thankyou!
claire´s last [type] ..Detox 101: Chuck it n ditch ‘em
Claire – Great points and you remind me of a bonus reason to celebrate unsubscribers:
It gets more expensive for us the more people are on our email list, depending on which professional software we use. (Aweber, for example, increase the monthly payments as we cross different milestones e.g. 2,500 subscribers). So at a certain point, people aren’t doing us a favour/being kind to us by sticking around.
Good for us to remember as subscribers to others’ lists too – it’s okay to unsubscribe whenever we’re not getting value.
Let us know how you make it easier for people to unsubscribe, Claire.
As a subscriber, I had never thought that it might cost for people to have me on their list – off I go to unsubscribe right away!!!
I think in my next newsletter, I might just invite people to ponder if they are getting good use of my emails – and ask that they give me one or two thoughts about content they might like to see, and also offer the option to unsubscribe with a happy heart, if that seems like a good idea for them. It’ll be scary, but I’d rather know that the people who are with me are happy to be there!
claire´s last [type] ..Detox 101: Chuck it n ditch ‘em
This landed in my mailbox at just the right time this morning and is a fab reminder to focus on us and not creating something with the aim to please everyone. I had someone say pretty much the same thing to me a couple of years ago and it created a bloggers block! I soon realised that I just needed to create my work and if my people like it great and if they don’t well too bad.You cannot please everyone and it is exhausting even attempting to do this.
Last year I switched over to Aweber which is brilliant, but also requires the double opt-in after I switched I lost about 40% of the list. But the great thing is now my open rate and click through rate is so much higher and I soon realised that the people on the list want to hear from me and receive my information and this is what we all want isn’t it.
Thanks for sharing
Melanie – Glad that you’ve had a good experience with Aweber too and I’m pleased this message was timely
For those who don’t know, double opt-in means someone has to give you their name and email address (opt in #1) and then confirm they do want to be a subscriber by clicking the confirm link they receive by email (opt in #2). I’m a big fan because it’s professional and means you’re not spamming – and as you say, Melanie, it’s actually good to lose people when you make this switch.
Thank you so much Corrina, such a timely message! I now see that the people that see you at peace with your message are the ones who will stay at the list.
Samantha – Nice way of putting it
I totally agree, Corrina. My list is still in transition as we speak… Many of my subscribers have been with me since the days before I started telling people about what I do in my newsletter!! Occasionally people drop off the list, and that’s fine (I just wish they wouldn’t mark the e-mail as spam on the way out!). I’m currently doing a cull, so that I only go forward with my true “tribe” – rather than paying the autoresponder service extra for the quantity where there’s no quality.
By the way – I’ve been using iContact, but am considering moving my subscribers to MailChimp and setting up AWeber just to pick up details of customers who buy something from me online.
Julia Barnickle´s last [type] ..Should You Pay People For Referrals?
Julia – Thanks for letting this community know about other list management software options. Why the move from iContact?
It can be challenging to manage that transition when your business changes focus and the original subscribers who thought they were signing up for one thing are now finding quite different messages in their inbox. Happy culling!
I’ve gotten several notices in the last week, of people I *do* want to keep up with moving to MailChimp, too. It seems they’re a more heart-and-soul minded operation than some of the “strictly business” list-management operations out there.
Karen J´s last [type] ..“Make Good Art!” – Neil Gaiman
This is great and very timely – I just started blogging again after a very long hiatus, and after my third piece in three weeks (I know, startling!) went out, I suddenly had three unsubscribes from my small and faithful list. I knew it was good, really: it no longer fitted their needs and that was fine. But I was a bit worried. When my 4th post went up, I got some new subscribers.
I have another blog, though, for a personal project and you have suddenly completely hit the problem I have writing for that – some friends have jumped on and I am now madly, madly self-conscious about writing new content because I see their (secretly judging) faces every time I start composing a post.!
Alison´s last [type] ..What you need to know about creating online courses
Alison – Yes, it can be easier to write for complete strangers, huh?
Congrats on getting back into the blogging saddle!
Hi, Corrina,
I love, love, love this post! I so agree with you! I used to literally CRY every time someone unsubscribed…it would take me a few hours to feel like myself again. So I started by taking that notification off (so I wouldn’t see when someone unsubscribed) and reminded myself that I truly only want people that really look forward to receiving my emails on my list. I also gave myself complete permission to take myself off newsletters that I didn’t feel fully engaged with…knowing that I could re-subscribe whenever I wanted. Such freedom!
I also really love that you wrote about having a message that is evolving! Because, as you know as my coach, Corrina, my message is evolving…and that has brought up some fears for me. I have a wonderful, loyal community for my current message, and now I’m shifting my focus from the outer clutter to the inner clutter. I’m also getting more focused on my tribe, so things are changing. When I got your email about this post, I thought, “she wrote this just for me, didn’t she?” Thanks so much, Corrina!
Sue Rasmussen´s last [type] ..Archives
Sue – Yup, just for you
Love that you’re decluttering your old message which will naturally declutter your email list. You’ll be left with a strong message that you love AND that your evolving Tribe will wait with bated breath for.
Corrina, I think you read my mind! I just spoke with my assistant today about doing a video on ‘Why being true to yourself is like Marmite’. I have it written right here on my notepad!
I was prompted by the news coverage about Hugo Chavez, the president of Venezuela who died yesterday. Radio 4′s Today programme interviewed Ken Livingstone, the left wing former Mayor of London pitted against a member of George W Bush’s administration. They could have been speaking about two different people. And what I took away from it was that if you are true to yourself, live true to your beliefs and truly want to make a difference to the world, you cannot help but divide people. Not only Hugo Chavez but Margaret Thatcher – because it works on both ends of the political spectrum. Not only politicians but business people (Steve Jobs) and artists (Lady Gaga). And of course, coaches. Or their clients.
Well, having given away everything I was going to say in my video, and in warm recognition of how insightful you are, Corrina, I’ll sign off now!
Devi
Devi´s last [type] ..Eight Warning signs that you are living a ‘life of quiet desperation’
Devi – Marmite fans unite! Love your example – please do make that video and come back and post it here for us all to enjoy
Very, very timely!! This has been coming up in all areas of life for me at the moment. I have a tiny list – so far no unsubscribers, but I will be well equipped for them when they happen – not IF, but WHEN, ’cause I know they will. Thank-you!
In my business, the whole ‘be you, and don’t try to please everyone’ is manifesting this way: yesterday I had my first Discovery call with a potential client, who is fairly high profile in Australia (where I am!). During our call, I came to realise that he wasn’t my people. He did offer me work, but not work I am wanting to do, and nor am I willing to do it, so I said no. We talked about what I do (Writing coaching), and he asked me to outline my offerings. I did, and they didn’t suit him; not in price, nor in services. Despite feeling a little despondent about what he might be telling others – though I doubt he’s talking about me at all, really – mostly I feel immense freedom that I now don’t have work I ‘have to’ do hanging over me, and am free to pursue work I ‘get to’ do.
Tamara – Big congrats for staying true to the work you want to do and the people you want to do it with. “Getting clients” is one piece of the business jigsaw; “ungetting clients” is the other! When we take on people we don’t resonate with, it weighs our business down. So I love that you’re conscious of this right from the start.
I’ll think of you celebrating your very first unsubscriber – it’ll be a good sign
It’s not the size, but what you do with it that counts…loving that sentiment and permission slip for being authentic. Like you say, when you ‘tread between the lines’ you’re actually being invisible, and that’s not of service to the people who need you.
I’m getting an image of a scrummy freezer counter full of appetising ice-cream flavours. I know I don’t like banana ice cream, but that lemon sorbet is calling my name, and likewise, I’m trusting that the banana will be a perfect fit for the lady next to me in the queue. But that bland, amorphous, colourless stuff sitting in THAT container? I don’t even know what to think!
When I had an unsubscribe or two recently (and it was people who had taken the time to write and tell me I was getting too ‘business-y’) I made a recommendation for a couple of other non-biz websites they might enjoy. It felt useful!
Jo Bradshaw´s last [type] ..Monday Noodle: Image Snap (muffler)
Jo – You getting images? How unusual!
Maybe perfect for a future Monday Noodle…
(Fellow business people – click the link below Jo’s comment to play her Image Snap game – brilliant for thinking about how to visually represent your concepts.)
Wise words – I totally agree – I always say YES! Thank you! when someone unsubscribes as it clears out ‘dead wood’ from my list and clarifies who I am communicating with.
And yes it’s made much easier by using a mailing programme – although for people who aren’t ready for that, it’s also possible to give people the option simply to send a blank email with Unsubscribe in the title, I used to like sending a little goodbye message, it felt really good!
love to you
Katiex
Katie – Love to you too, beautiful lady. Your wording reminds me of the film Happy Thank You More Please
Corrina
Just thought I would let you know that although I unsubscribed some time ago because I never seemed to have time to read the blog, I kept a link on my tab bar. I do visit on occassion and because it is when I have time to read I always enjoy my visits.
Keep up the good work and congrats to all those who are unsubscribing from newsletters that no longer interest them and freeing up their email boxes.
Regards
Chris
Chris – Ah, great point. A newsletter unsubscribe doesn’t even necessarily mean you’ve lost a reader. Thanks for contributing your perspective as a clutter buster!
Completely agree! I always value my unsubscribes and get more concerned if no one unsubscribes from my weekly ‘Friday Love Letter’. Why? Because, as you say, love is close to hate and if what you say is not strong enough for someone to be put off by it, odds are it isn’t strong enough for anyone to love it enough to do more with it than mentally ‘file it for later’… and we all know what that means! Great piece, thanks for sharing. Mx
Marianne Cantwell´s last [type] ..Why letting people down might be the best life decision you ever make
Marianne – Love this: valuing the unsubscribers as much as the subscribers. I can see us talking about “loyal unsubscribers”, showing us we’re on the right track
Chocolate chip and cherry please!
It does take rather a long time to speak authentically, especially if that voice is counter-mainstream (raises hand). It’a amazing just how many leads and new clients have mentioned that word though – authenticity – and it’s nowhere on my website. I just write straight to what is hurting and offer to help you heal it.
Incidentally, I have a recipe for a raw, dairy free, grain free cherry chocolate milkshake (which even has healthy fat avocado and iron rich spinach in it, that you can’t taste)! And this is probably the only blog where I won’t be seen as a hippy for sharing it.
http://detoxinista.com/2013/04/cherry-chocolate-shake-vegan/
Rosie Slosek @1ManBandAccts´s last [type] ..We have loyalty cards!
Hi Corrina–
I found your article on ‘unsubscribing’ extemely delightful. It came to me in an email from Aweber (although I am just consider using them at this point), but I’m launching a blog in about a month, and these kind of articles probably saved me from overreacting to the first unsubscribe I’ll get. The article caused me to come look at your site. I have a meeting, but I will come back later and take a more serious look. From a first impression, this looks like something I will want to check out more of.
Lewis
Great to have you here, Lewis. All the best with your blog launch and get ready to celebrate that first unsubscribe!
Corrina´s last [type] ..When Things Don’t Go Your Way
Hi Corrina, loved this post. I used to feel a momentary sting when someone unsubscribed, but now see it as a blessing. It helped when I decided to write a heart-felt “goodbye” on the “you are successfully unsubscribed” page, something along the lines of “I’m glad you’ve made a decision that feels right for you and your inbox” and wish them well.
I use Mailchimp and like it a lot. The branding is great (and the “chimp humour”makes me smile). And it’s free for less than 2000 subscriber (which was particularly helpful when I was starting out).
I’m curious – have you ever culled your subscribers who never open mail?
Hi Erin – Ooh, nice action. And good question.
I haven’t because of this (from Aweber): “With tracking the open rate on messages, with HTML messages the subscriber has to have images displayed for that message to respond to the open rate. The reason being there is a small image embedded in the message to track when the message is opened.”
So the open rate I see shows the MINIMUM number of people opening. I know for sure that some people open and don’t get tracked as opening in Aweber, and I wouldn’t want to cull them
I wonder – is MailChimp the same?
That’s interesting about the web beacon not being activated when there is no ‘display images’. I just did a bit of research to see if it’s the same in Mailchimp, and although the answer wasn’t a clear “yes”, it did imply something along those lines. (Ditto for the ‘plain text’ emails).
PS. I just had an unsubscribe, and thought of this post
It’s actually from one of my first ever website-buddies (we did the same course), so it’s a bit painful. Part of me wants her to stay, mainly because she is one of the witnesses to my growth over time!
(She did write a sweet note in the “unsubscribe reason” to say she’s cutting down on her newsletters, so my message about “making good decisions for her and her inbox” feels especially relevant!)
Corrina´s last [type] ..Discernment
Note to readers: the last comment was from Erin (we’re not sure why it’s displayed my name with her comment!)
Corrina Gordon-Barnes´s last [type] ..How To Stay Motivated In The Early Days Of Business