It is possible that I am totally and utterly wrong.
I was talking to a marketer recently. This marketer told me that he only dared send his email list one email a month.
Anymore emails and he was concerned about getting a bunch of unsubscribes from his email list. This fear of unsubscribes was so paralyzing for this marketer, apparently, that he wouldn't even consider sending another email out about a special speaking engagement he had.
Because it would violate his sacred one email a month rule this marketer apparently abided. Sending this 'extra' email would apparently cause his list to unsubscribe en masse and take to the streets with flaming torches of rage.
Obviously this marketer can do with his email list whatever he wishes. However, I have a few general thoughts on this whole exchange. Some may call what follows a rant.
1) You obviously think your email list sucks.
What are you implicitly saying about your email list if you're concerned that one extra email in a 30 day period is going to cause mass unsubscribes?
You're saying your email list sucks. That's what you're saying.
You're saying that they aren't interested in your product, in your content, and in your company. The only reason marketers fear unsubscribes is because they truly fear that someone is not interested in their business.
Have some faith in your email list people!
These prospects are on your email list for a reason. They must have downloaded something, or indicated they were interested in some way. Ideally they've specifically opted-in to receive emails from you. Why don't you have more faith in these people?
2) You think your content sucks.
If you're sending useful content, links to useful webinars, interesting stories, information about your business, or vital research data to your email list, what are you afraid of?
If the content is good, what do you have to be scared of?
If you won't send an email to your list when you participate in a webinar, or speak at an event, you must think your content sucks. There is no other rational explanation. Why else would fear of unsubscribes permeate your entire soul?
3) Why are you producing content you don't have faith in? If your content is so bad, so terrible, so offensive, that it will generate unsubscribes, why are you producing it?
Honestly, if you don't think anyone will want to read your articles, watch your webinars, or learn about your speaking engagements, why are you producing all this content? If you don't think the content you create is worth sharing with your list--people who have OPTED-IN to receive content from you--why are you producing said content?
Your email list is your fan club. That's why they're your email list!!! (Note the triple exclamation point).
4) If someone wants to unsubscribe from your email list because you send them useful content they're either a cranky person, or not interested in your business.
THEY AREN'T INTERESTED! Who cares if they leave!
Follow my logical chain here: Unsubscribe = Not Interested = Who Cares If They Unsubscribe.
What I'm Not Saying
I'm not saying that you should blast your email list as frequently as a teenage girl texts her friends. I'm not suggesting you should email your list as often as Kim Jong Un makes apocalyptic threats against humanity. I'm not saying that at all.
What I am saying is that people are on your email list for a reason: 1) They are interested in what you're selling, and/or 2) They are interested in your content. So don't be afraid to send them information on what you're selling and/or your content.
Stop being such a stinkin' wuss with your email list. Send them an email every now and then.