Why Monthly Emails Have More Unsubscribes

A joint venture expert once told me that when you promote a partner’s launch you should expect 5-8% of your list to unsubscribe.

This expert also told me that every email you send will cause list attrition, so you should send email sparingly.

I was impressed by the fact that this expert could make so much money using email while understanding it so poorly.

The infrequent email fallacy

Let’s say you have an email list that you don’t mail to often, and this list came from colder sources like giveaways or freebie swaps.

You send an email to them announcing your latest webinar, and 2% of your list melts away.

You send another, and another 2% wanders off.

You promote a launch with a series of 8 emails, and 8% more exits stage right.

Holy moley! These guys are fleeing like rats from a sinking ship. You better send less emails to preserve your list.

It’s a reasonable conclusion… except it’s wrong.

As you may be aware, I mail my list daily. Out of over 2300 members, the last three emails had 6, 3, and 1 unsubscription respectively.

What’s really happening?

There’s a few things going on under the numbers here.

The first is that there’s a group of people who get on your list who don’t want to be there. They signed up for a freebie, and that’s all they want. They are customers but they are one and one. They signed up for an event, but not for you.

These people are going to unsubscribe the first time they see an email. If you send daily emails, they’ll leave pretty quick, but if you send monthly or occasional emails, they might linger for many months because they don’t see your messages.

Thus, when you do send a few emails together, they will all unsubscribe at once making it seem like a mass exodus, when it’s really just people who never wanted to be there in the first place.

Then, there is a group of people who were interested when they signed up, but they forgot who you are. By the time they get your rare message, they don’t remember signing up, so they feel like they were subscribed involuntarily, and they leave.

Additionally, if you reserve your email activity for the most “valuable” uses then you may end up sending nothing but pitches, so these people leave because they signed up to get your knowledge and vibe, but what they receive is offers, mostly offers for products of strangers.

The solution

You will never avoid unsubscribes completely unless you never send emails.

However, the best way to make sure the right people stick around is to give them high value frequently.

Every email that you send should contain value.

Yes, I said “every.”

Value doesn’t have to mean not making an offer, but it does mean that every email reminds your audience of why they signed up in the first place.

It could be that you teach them something.

It could be your unique style of writing.

It could be a recommendation, invitation, or offer they will find interesting.

Sure, you could preserve your pristine list by never sending an email, but what good is that?

It doesn’t help you because if you ever do use it, your audience will flee.

It doesn’t help your audience because they signed up to get value, not to be stored in a museum.

As they say, a ship is safe in the harbor, but that’s not what ships are for.

If you want to preserve your audience, then serve your audience.

This was originally shared out through my highly valuable, very interesting, and not-monthly Resource Letter. If you’d like to receive content like this every day, and get my Power5 Networking Tips, just sign up below…

A Launch In Review – learning for Affiliate Joint Ventures

You may recall a few weeks ago, I shared with you that I was going to be promoting programs for Virginia Muzquiz and Liz Scully.

I set things up so that it was really easy to opt out of the campaign while remaining in my community, and I’d like to share with you a few things I have learned doing that which you may find interesting, especially if you are interested in affiliate JVs.

Get ready for some numbers!

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The industry average is that when one promotes a launch full out, like I did, 5-8% of their email list will unsubscribe.

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I’d Rather Be 42 Than 22

I’ve been 42, and I’ve been 22.

I like 42 better.

I don’t believe in that “age is just a number” junk. Age is a very real thing. The 40s is a particular phase of life. Different people with different experiences may come into different phases at different times, but this mid-life time is definitely a thing.

When I was 22 I launched Phoenix Games, and I didn’t have the vaugest idea what I was doing. Over the next 6 years, I would turn over $100,000 into vapor, and I would ruin countless relationships because I was young and dumb.

I had a lot in my 20s, and I didn’t appreciate most of it.

I was living a pretty good life, but I spent most of my time worrying about losing it.

I was worried that this phase, the game store and other enterprises, would be the only vehicle for success I would have. If it failed I’d be washed up.

Young. And. Dumb.

Today, at 42, my life is like nothing I could have imagined 20 years ago. Owning a house. Married to an amazing woman and raising a daughter. Planning speaking gigs in three countries, clients in four countries, and contacts on six continents.

But all that is not why I would chose my 40s over my 20s. The biggest difference between 20 year old Michael and 40 year old Michael is perspective.

I don’t fear what will come next. I could lose it all in any number of ways. Accident, illness, business failure, legal issues, who knows?

But I don’t worry about it. I have come to learn that the Universe will unfold as it should, and that the best moment of your life is the one you are living now.

32 was better than 22. 42 is better than 32. I can only assume that 52 will be amazing.

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Conference21 – 1 to 1 Welcome Sequence

When I set up a one to one with someone, I send them a series of brief emails to share the various aspects of what I do. I have copied the particular messages to my blog so they can jump ahead to those that interest them more.

This is the one where I discuss Conference21.


Some of the most exciting ideas in business happen by accident. This is how a the Conference21 virtual event grew into the Success Accelerator Network.

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Coaching – 1 to 1 Welcome Sequence

When I set up a one to one with someone, I send them a series of brief emails to share the various aspects of what I do. I have copied the particular messages to my blog so they can jump ahead to those that interest them more.

This is the one where I discuss my Coaching.

Among my various activities, coaching is the core of my business.

I describe myself as a mindset and business coach. Everything I do is focused around three pillars: Values, Vision, and Gratitude.

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