I periodically purge my email subscriber list. I have done three since I started with my mail host. The last purge email was opened by 3 subscribers, so they remained on the list. The others? Well, they get archived and are not counted in my stats. Which means my open rate goes up. I rather have 50 subscribers who are interested in my writings than having a large list and low open percentage.
I do state in my sign-up that subscribers should check their spam folder if they don’t receive the welcome email. Often, the welcome email is the only one that is opened and sometimes it is not even that. I assume that most of the addresses that have no opens are the secondary ones that people use to sign up for free stuff.
Here is what I send:
Ever see the movie, The Purge? Don’t. It’s a terrible movie. I can’t believe they made more than one, two more actually. Anyway, this email is going out to subscribers who haven’t opened any emails for at least 2 months. I may have made a mistake and accidentally added you to this list, so I apologize and you can stop reading now.
I am glad that you wanted to read my books and subscribe to my newsletter. Part of being a writer is to entertain readers. I hope that I have been doing this on a weekly basis.
However, nobody likes unwanted email, and I don’t want to contribute to the digital trash folder. If you no longer want to receive my newsletter and updates, please let me know by unsubscribing at the bottom of the page. If you have any comments or feedback, I would love to hear it.
I’m sad to see you go, but hopefully you will drop by my website from time to time, or follow me on social media. Cheers!
I add “Important Unsubscribe Information” to the subject line. Does that get more opens? If it is opened by a subscriber with no previous opens, then yes. I probably could put “More Free Stuff!” but that would not be nice, would it?
One of the marketing tips I hear over and over is to build a mailing list. That makes sense because the readers of your books are the buyers of your books and have an interest in your career. Just like blogging, it’s a way to make a connection with people who are genuinely interested in what I am doing.
Do I hope my subscribers purchase my various offerings? Of course. Will I continue to inform and entertain regardless? You bet. That’s what I enjoy doing.
Leon Stevens is a blogger, composer, artist, and an author of three books (so far): Lines by Leon: Poems, Prose, and Pictures, Journeys: Eight Original Pieces for Classical Guitar and The Knot at the End of the Rope and Other Short Stories.