It’s hard to believe I started my “Wake Up Wednesday” newsletter just over 2 years ago. The first article I ever released was called, “My Trip To Juvi + How I Realized The Power Of Gratitude.” I sent it out to an email list of 5 people.
Since then, I’ve increased my audience quite a bit. Nothing crazy though. I’ve yet to run any kind of ad or pay for subscribers. It’s been slow, genuine growth. That’s the way I want it.
But I have a confession. Every time I send out one my weekly messages, a person (or people) unsubscribe. For whatever reason, they decide they no longer want to receive my emails. And that’s totally cool with me because I get it. I’ve unsubscribed from maaaany newsletters. Usually it’s because I feel inundated with emails, I’m no longer interested in the content or I simply don’t have time to read them.
Even though I could empathize with those who dropped of my list, I used to get a nasty feeling in the pit of my stomach when I saw them go. The minute the notification from MailChimp showed up in my inbox, my ego would instantly be bruised. I’d question whether or not it was worth my efforts to keep writing and sharing my articles. I felt unwanted and a little bit stupid. I would think, “Why don’t they like me?”
That was until a wise soul, Melissa Cassera showed me how tightening up your email list is actually a really good thing. She made me realize that not everyone is going to love you. And you’d rather speak to a small crowd of super engaged fans than a ginormous group of moderately interested readers.
Remember: If you’re talking to everyone, you’re talking to no one.
Look. Truck drivers aren’t likely to pick up a Cosmopolitan magazine at the gas station. A yoga teacher probably won’t subscribe to In-Fisherman. Yes, there are always exceptions. But generally speaking, major publications are very clear about who they’re trying to attract. They don’t want just anyone on their list. It’s important that their community has a sense of exclusivity. That’s what makes them special.
Same goes for your business and brand. You can’t (and you don’t want to) appeal to everyone in the whole wide world. Get clear on exactly who you want to read your blog or walk into your studio. Offer products and services for them. Forget about everyone else. They’ll find their own happy place.
Be thankful when someone unsubscribes or cancels their membership. You’re making space for more people who’ll love and appreciate your one-of-a-kind creations. You’d rather be clear and specific to your ideal audience than vague and bland to a million people.
Stop getting notifications from your email provider (MailChimp or Constant Contact) about who unsubscribes. I did this, and it made a world of difference. It’s pointless to look at this information every week. Look at it once a month, if that.
Unless you observe several of your ideal customers dropping off, it’s really not worth worrying about. If you do see your biggest fans unsubscribing? Reevaluate the content you’re putting out. Perhaps you’re attracting a different audience than you originally wanted. That’s okay! Use your list as a tool to better yourself not to feel bad about yourself.
There’s no one else like you. Your message IS important. Never stop contributing. Trust that the right people will find you when they’re ready. The only thing you can control is YOU. Focus on putting good work out into the world. And like Melissa likes to say, “Good work ALWAYS gets found.”
Thank you for being a very special member of my community.
So much love to you,
PS. On the other hand, if you love reading my blogs or getting my emails? Share the love! I’d be so thankful if you passed this along to a friend.