The Ego Turn-Off: Why Your Email Lists Unsubscribe

As a copywriter and marketer, I support my fellow colleagues in their sales endeavors. We all have to make a living and support our businesses. But there is always that one email that leaves me shaking my head. 

Yesterday I received an email from a professional copywriter and marketer. First, I have never heard of this guy. I possibly could have opted-in to his list months ago, but this is the first correspondence I received from him.

What was the big turn-off? I can sum it up in one word - ego. He reeled me in with "So can I ask your opinion?" Sure, I'll give you my opinion. However, I stopped reading after the first paragraph. The email was all about HIM and how he's made millions of dollars for his clients. I scanned the length of the email, and it was at least five pages (possibly more). In the first paragraph, he made excuses as to why he hadn't sent emails lately. He was just too busy to bother with us lowly people, because he was too busy making other "cool" people rich. Yeah, that will win a lot of people over to your side with that kind of bragadocious tone.

Not only was the sales pitch riddled with his ego, but it was poorly written. He calls himself a copywriter and professional marketer, and claims he knows the biggies like Michael Masterson and Clayton Makepeace.

His email turned me off, and I definitely did not want to find out more about his marketing course he was trying to sell. He lost me at hello! After my experience with this email sales pitch, it made me realize (once again) that we only have a few split seconds to make a good impression. 

In email campaigns that involve sales pitches, I suggest you avoid the following:

1. Don't turn your email into a "brag book." Testimonials from clients are great, but I didn't see one testimonial in his email. I would have been more impressed if he had actual testimonials from his million-dollar clients -- instead of him bragging up and down about how he's been so busy with these clients. 

2. Offer to HELP people and be genuine! Did he offer me a free report on how I could make more money? No. Did he offer me a free consultation to discuss my marketing goals? No. 

3. Do NOT write dissertation-length emails. Who has time to read ten pages worth of copy? My head was swimming as I scrolled down his email. Far too much copy for one email! 

4. Break up key points by using bullet points, boxes, or different colors/fonts. 

5. Use a CLEAR Call to Action. I scrolled to the end of his email, and I couldn't find a succinct Call to Action, Did he just want my opinion or did he want me to buy his course? Or both? I was lost in his jumble of words, and I couldn't pinpoint a clear message -- what the heck did he want me to do?

As a result, I unsubscribed from his email list, and I sent him constructive comments as to why I unsubscribed. Maybe he'll take my comments to heart and realize he needs to dial back his ego (or maybe not).

Bravado and rambling, confusing sales pitches just won't cut it anymore. People can smell a fake a mile away, and based on his email tone alone I wouldn't spend my hard-earned money on his course. He didn't give me a good enough reason to invest in him or the course he's offering. I'm not downplaying his expertise. He could be the best marketer in the world, but how would I know that based on his rambling, all-about-me email? 

5 Reasons Why People Drop Like Flies From Your Email List

It's a bad sign when my Blackberry sends me alerts that I'm running low on memory. I can thank my in-box for sucking up space. As a result, I went through my in-box and cleaned out old emails. Not only did I delete emails, but I unsubscribed from email lists that just didn't do it for me anymore. 

As I hit the"unsubscribe" button, I thought about why I wasn't interested in their newsletters (besides taking up space in my in-box). How did these companies lose my interest, and why did I opt-out? As a copywriter, I write email copy on a regular basis for my clients, and I've learned what "not to do" by reviewing these not-so-hot emails that flood my in-box. 

I recently unsubscribed from Copyblogger's list. As a copywriter, I felt like they were missing the mark and their content had fallen flat. It's too bad beause I was a long time fan who enjoyed reading their blog. Be careful what kind of content you include in your emails. You can't please everyone, but the last person you want to turn off or insult is your targeted readers. 

Here are my top 5 reasons why people drop like flies from your email list. When people unsubscribe from your lists, realize that you just lost a potential (or even a regular) client. It might be time to review your email campaign strategy if you are losing subscribers right and left. 

#1 - You bombard people with too much spam disguised as "specials and deals." Emails should contain 95% valuable content and 5% sales pitch. If you bombard people with a spam-a-lanche of sales pitches, you can say good-bye to your subscribers (and you will probably end up in the spam round can - a place you don't want to be).

#2 - You send too many emails per week. This is my biggest pet peeve - when companies inundate me with too many emails in one week. Less is more. If you do send emails on a regular basis, allow subscribers to make that choice when they want to receive your emails (i.e. daily? weekly? monthly? quarterly?)

#3 - Your emails contain irrelevant, useless information that does not help your target market, customers, etc. This is one of the BIGGEST reasons I opt out of email lists. I also can't stand emails that talk down to me, have too much jargon or are filled with so much copy and images that I become dizzy just looking at the email.

#4 - You forgot to include a call to action or you have too many calls to action in one email. What the heck do you want people to do as a result of reading your email? A big email faux pas is including too many calls to action in one email. Don't ask people to call you AND go to your landing page to fill out a form - pick one or the other. When you have too many calls to action in one email, you confuse people and they won't take any action at all. Give them a reason to want to find out more about your products and services.

#5 - Your email copy is boring. When I read emails that sound like a "monotone" sales letter or a PhD dissertation (i.e. lackluster headlines, bunched up, rambling copy lacking bullet points, lists, etc.), those emails are the first ones I delete.

For social media users, ASK people's permission first before you send them your newsletter or include them in an email campaign- this is just professional courtesy. I've received random emails from people that found my email via my social media accounts (those emails immediately went into my spam list). Build viable relationships with your social media connections (LinkedIn, Facebook, Twitter, etc.).

Don't use social media as a platform to advertise or sell - that's not the purpose behind social media. Be considerate and don't spam the heck out of everyone that you meet via social media. Spam and hard sales email blasts are a sure fire way to lose social media followers, and they will put you on their "blocked" lists.

So remember these simple email don'ts  - don't spam or push sales pitches down people's throats. DO share valuable content that will help people - emails are a great way to share your expertise and knowledge but don't use emails as your personal soapbox either. Be creative and fun - include contests and giveaways to attract and retain your email subscribers. Don't be BORING! 

What creative techniques have you used for your email campaigns? How did you build a solid email list? Please share your feedback, tricks and tips!