Unsubscribe, Unfollow, Unlike. Don’t Worry!
Rejection! It’s terrible they don’t like me! At first glance it seems like a bad thing but in reality the people who leave don’t really have and interest in your brand. If they are not interested then they will not buy your products and services.
The reason people join up in the first place is that the expect to get some value out of you. This value might be:
- Save money (free stuff, special offer, etc)
- Real fans of the brand
- Information about brand and its products or services
When they leave they feel that they are no longer getting these benefits. And that’s OK. If you used a great deal or promotion to get people sign up, then the ones who leave would not be a high margin segment of your customers.
When people start losing interest in your brand, then the main reason is that they are getting too much communication from you. Dealing with that communication is the “price” they pay for the value you provide. If they do not feel they get value from you, then they will not want to pay the price anymore. This reflects nicely in the study done by ExactTarget. The top reasons for unfollowing/unliking/unsubscribing are:
- The company posted too frequently (Facebook 44%, Twitter 39%)
- Too much marketing posts and I needed to get rid of some of it (Facebook 43%, Twitter 41%)
- The content became repetitive or boring over time (Facebook 38%, Twitter 52%)
Many marketers think that this means they need to send out information less frequently or be “more interesting”. Don’t worry about that, stick to your plans if it’s working and your lists are growing in general. For example: if you write about interior design and I have just finished remodeling then you will be “uninteresting” for some time to come.
But in the end I think that you are better off when people who are not interested in your brand leave the list (be it Twitter, Facebook, LinkedIn, or good old newsletter). You will have a better understanding of reality. At some point we had more than 1,000 Twitter followers that were spam, bots, uninterested, etc. This made us think that Twitter doesn’t work. Now over the course of several months we are seeing uninterested followers dropping off and new engaged people replacing them.
But even the perfectly human followers can be misleading if they are paying attention to you only to win a prize or take advantage in an one time offer. — Fans and followers, more or better?
Takeaway: The quality of the list ensures that freebies and steep discounts are not the only thing that makes your followers convert to customers. You can get higher margins and concentrate on the benefits that make your product or service great, not just racing to the bottom to appeal to deal hunters.
Check out the related posts:
20 Tips to Grow Your Mailing List. Social media is getting more important, but mailing lists are still extremely important in regular communication, lead generation and sales.
Facebook, Twitter, and Email compared. It helps you to understand the differences that exist between email, Facebook, and Twitter.
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