Dear Mr. D,
Recently I started a new weekly ezine, which I publish
every Wednesday. I'm using a list management company
that automatically handle the subscribe and unsubscribe
requests.
Here's my question: Initially my circulation was
growing nicely, but all of a sudden it has started to
shrink. What's going on? How can I turn this thing
around.
Sincerely,
Shrinking list
Dear Shrinking List,
You will lose some subscribers through normal
attrition. Some will just lose interest in the subject
material of your publication. Some will change
email address, but forget to notify you, etc. There's
not much you can do about these types of lost
subscribers. You just have to market your ezine
enough to make up for these dropouts.
But, there are several other reasons why a subscriber
chooses to unsubscribe from an ezine that you can
prevent by taking a good objective look at your
publication. Check out these subscriber killers.
1. More ads than content.
2. Boring content.
3. Poorly written content.
4. Content not targeted to your subscriber base.
5. Poorly formatted - visually hard to read.
You need to check your ezine for these subscriber
turnoffs and correct any that apply. Above all keep
marketing your publication. That should turn your
situation around.
Best wishes,
Mr. D
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