How to Get People to Unsubscribe from Your Email List
by Chad Lane, Co-Founder and Chief Strategy Officer
I'm a big fan of subscribing to others' email lists. It gives me an opportunity to watch my own actions as a "consumer" of information. Which emails do I open? Which do I auto-delete? Worse, which cause me to unsubscribe?
The Most Annoying Emails
At the top of the "unsubscribe" list are those most annoying "Fooled ya!" Re: lines. They go something like this:
re: Thank you for subscribing to our premium service!
You can bet I open those fast, heart pounding. I quickly scroll through the email, sure that I've been the victim of identity theft - because I sure as hell didn't subscribe to a premium service... I barely opened the other emails they sent me. Then truth outs - I (or someone pretending to be me) did not subscribe. Rather, I've been tricked into reading through a sales pitch that extols the virtues of the premium service.
Guess what? I just became an unsubscriber. Any organization that feels the need to trick me to get me to open their emails is not an organization from which I wish to receive further communication. An internet marketing company should never stoop so low.
Good Re Lines
I understand the difficulty. I empathize with you and your crappy re lines that no one wants to open. Maybe you even have a good idea or two - but guess what? You have to learn how to hook me - not trick me.
Let's look at the word "hook". In internet marketing, a hook is something that attracts attention or entices. A well-written re line acts as a hook. It captures your attention and entices you to read the email.
There is a technology to writing decent hooks - and good copy. Fooling people plays no part in it, "Madmen" to the contrary. Enthusiasm. Reality. Interest. Without these things, your emails are little digital fliers that have been tossed to the winds of overfilled inboxes.
Worry Free Marketing Can Help Your Business Stand Out
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