1 © Copyright 2015

EMAIL QUALITY, EMAIL OFTEN

TAKING CARE OF YOUR LIST

Jonathan Leger

COURTESY OF LEARNFROMJON.NET - PRIVATE BUSINESS COACHING FROM A

MULTI-MILLION DOLLAR INTERNET MARKETER + ACCESS TO PREMIUM AND

EXCLUSIVE TOOLS!

3 © Copyright 2015

Every time I send out a series of promotion emails to my list, hundreds of people

unsubscribe. Does that make you think that I'm sending the wrong message? Or

maybe emailing too often? Or pushing too hard?

If you think any of those things are true, you're mistaken. Why do I say that? Let

me explain.

The simple truth is that you are always going to lose subscribers every time you

try and sell them something. There are a variety of reasons for this. Let's talk

about some of them.

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SOME PEOPLE ARE JUST FREEBIE SEEKERS

It's true. Some people are only on your list for what they can get out of you. As

soon as you ask for something back from them, they jump ship. They're

freeloaders. They're not serious about anything you

have to offer, and never will be.

Other freebie seekers feel entitled. They think that

everyone should give them everything for nothing. I

have people write in asking me to coach them or

mentor them – and they expect me to do that free of charge.

Because I often say that I care about the success of people on my list, I

occasionally get someone who says, in effect, “If you really care you'll do

everything for me for free because that's what people who care do.”

Um, no. That's what suckers do.

Even charities need donors to have the funds to help people in need. I am not a

charity. I don't have donors. I give out a lot of free information (like this report),

and that information is loaded with actionable steps that can help you. That

proves that I care. I respond to everyone who emails me. That proves I care. I

stand behind the products I sell and only offer what I believe will actually help the

people on my list. That proves I care.

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I couldn't do any of that if I did it all for free. I wouldn't have the money to be able

to send out that free information. I wouldn't have the time and money to invest in

creating the tools that help people. I certainly wouldn't be able to respond to

people's emails because I would be too busy getting a J-O-B to keep the lights on!

Freebie seekers just don't get that. They can't wrap their heads around the fact

that it takes money to make money. And they will never succeed in business.

When they unsubscribe, just smile. It's good that they're getting off your list.

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SOME PEOPLE ARE UNREASONABLE

Since I let people reply to all of the emails I send out, and since those replies go

straight to me, I get quite a bit of unpleasant email. And by unpleasant I mean

awful, sometimes even hateful. It's a tiny fraction of all of the email I get, but it

exists.

I've been called a spammer, a scam artist, a rip-off artist and a con man. I've been

sworn at, “screamed” at (you know how people scream online right—IN ALL

CAPITAL LETTERS AND LOTS OF !!!!!!!!) – you name it. People have said the most

heinous things about me while knowing zero about me as an individual.

It always makes me shake me head. Clearly these people aren't reading anything

I'm actually writing. They see an email, make an assumption and sling mud.

Some of these people are probably just having a really bad day and I'm a

convenient target. Maybe they're upset because their own efforts have failed.

Maybe they've been ripped off by somebody else and so assume all marketers are

thieves. There is an endless list of possible reasons why these people act so

disrespectful and hateful – and none of them are justified.

But hey, when you have 60,000 people on your email list, you aren't going to

make everyone happy all the time.

And the sad truth is that some people just aren't happy unless they're unhappy!

Some people, due to sad childhood events they've never dealt with or tragic lives

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or just bad attitudes love conflict. They think it's normal. It makes them feel good

(even if only temporarily).

These people are unreasonable. You will never convince them that you aren't

what they claim. You will never get anywhere with them. They will never buy

from you.

If they write in to you like that and they haven't unsubscribed, unsubscribe them

immediately! Good riddance. They're not the people you want on your list.

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SOME PEOPLE'S GOALS DON'T ALIGN WITH

YOUR MESSAGE

Have you ever joined a gym and decided a few months later that it just wasn't for

you? Maybe you realized that you weren't really serious about starting an

exercise routine. Or maybe you just didn't like that particular gym for whatever

reason. Or maybe you decided to start running instead, or working out with a

friend or at home or...

Yeah, there's all kinds of reasons why people might unsubscribe from your email

list that don't reflect negatively on that person at all! In fact, I'd say that this

represents the majority of people who unsubscribe.

Sometimes people opt-in for your free gift or report or whatever, and they decide

that they just don't “click” with your message. That's okay! Everyone doesn't click

with everyone. They're just not part of your target market. It's not a failure on

your part. It's not a failure on their part.

By all means do not change your message to try and appeal to people that you're

never going to be able to appeal to anyway. You are who you are, they are who

they are – and ne'er the twain shall meet!

Just let them go and wish them well in whatever endeavor they take up.

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SOME PEOPLE THINK YOU EMAIL THEM TOO

MUCH

How much email is too much? Let me ask you this: if you had a close friend who

emailed you every day, would that make you mad?

Do you have friends who text you multiple times a

day? Do you tell them to stop? Probably not.

Why not? Because what they have to say matters to

you. Sure, sometimes they can get a bit annoying if

you're not so interested in the conversation, but you put up with it because you

get a lot of value out of the relationship you have with them.

The same is true with a business relationship. Your target market, the people who

click with your message and like what you have to say don't mind if you're in

touch with them often! They know that what you have to offer is positive and

beneficial. If they don't have time to read it, they won't unsubscribe, they'll just

skip that message and read it later (or read the next one).

I can't tell you how many people have written in to me telling me that they read

everything I send. I recently had an issue with my autoresponder that sent out ten

emails at once to a whole bunch of people on my list.

Did some call me a spammer because of the glitch? Yes.

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Did some unsubscribe because of the issue? Yes.

But the vast majority responded to my apology about the issue saying basically,

“No problem! We knew it was a glitch and we like to get your emails!”

Why did the vast majority stick with me? Because most people on my list are my

target market. The rest have already unsubscribed for one of the many reasons

listed above. The few stragglers who were left made their exit when the glitch

happened, and that's fine by me!

Look, I email my list often. I know many marketers who email every day. As long

as you're providing real value, your target market will love it.

People who aren't your target market won't love it, and they'll unsubscribe. That's

okay! They're not the people who would eventually buy from you anyway. Just

wish them well and let them go.

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CUSTOMERS ARE MORE VALUABLE THAN LIST

MEMBERS

Another important point to keep in mind is that customers are far more valuable

to you than list members. The reality is that you're a business. You're trying to sell

something. The people who buy that something

and love it are your most valuable list members!

So take good care of them.

Each time I do a promotional series, like I said, I

lose hundreds of list members. But I also gain

hundreds of customers. And those customers I gain are worth a thousand times

more than the contacts I lost.

Once a contact becomes a customer and they see that what you offer is truly

valuable, the next time you offer another product they will be first in line to get it!

I have customers who own almost all of my products. In fact, 37% of the people

on my list are active members or customers of something that I'm selling.

That's where your bread and butter is. If you have to lose a bunch of idle contacts

off your list in order to gain even just a few happy customers, it's worth it.

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DON'T FEAR THE SEVEN PERCENT

I recently changed autoresponders. I left Aweber due to a serious lack of tools and

capabilities that I needed as a marketer. After looking around for a replacement I

realized that nobody did what I needed.

But hey, I'm a software developer – so I created my own. And it's awesome (if I do

say so myself, and I do).

Part of what I learned from importing my list into the new system is the actual

percentage of people who opt-out. It's about seven percent.

Now I know that seeing people opt-out of your list can be a little scary. You think

to yourself that your potential customers are leaving you. You may be inclined to

change your message to try and appeal to those people. You might stop emailing

as often. You may stop pitching the products you love so hard. You might... make

a huge mistake by doing those things!

Seriously, do you think I'm going to change what I'm doing to make 7% of the

people on my list happy while not giving the 93% what they've shown me they

want? And they've shown my that by staying on my list, opening my emails and

buying the products that I recommend.

Why would I do that? It's completely irrational! So don't even think about doing

that. As long as your list is growing and your spam complaints are low, you're fine.

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How “low” do your spam complaints need to be? Think of it this way: I've had 500

spam complaints in the last month. Yup. Five hundred. That means 500 people

clicked “this is spam” inside their email program or provider. Most of those

complaints came with the autoresponder glitch.

Five hundred may sound like a lot, but it's less than 1% of my list, and I've sent out

close to one million emails this month! Those spam complaints only make up

0.05% of the total emails I've sent out. Suddenly it doesn't seem like so much,

does it?

So don't pay too much attention to that SPAM rate. When it starts getting over

1% then you might want to start to worry about it. But that's only likely to happen

if you're targeting the wrong people to get onto your list to begin with.

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So don't fear the 7%. They're not your bread and butter. They're not your target

market.

A very simple rule to follow that has worked for me for more than ten years is

this:

Email quality, email often.

It works, I promise you that.

Here's to your success!

Jonathan Leger

COURTESY OF LEARNFROMJON.NET - PRIVATE BUSINESS COACHING FROM A

MULTI-MILLION DOLLAR INTERNET MARKETER + ACCESS TO PREMIUM AND

EXCLUSIVE TOOLS!