I don’t sign up for many email lists. Once I do, it takes a lot to get me to unsubscribe. But I wanted to share a recent experience of how one fellow author succeeded in upsetting me enough to make me unsubscribe:
I won’t name her here, but she’s awesome. I love her posts and she has a lot of great courses for authors. So I signed up. For several weeks, I got quality authorly tips.
Today, I opened my inbox to discover an email from someone else, not the person I subscribed to. Turns out she needed to take a medical ‘leave of absence’ from authoring/blogging/emailing. So she had someone else come in to take over emailing her list while she is out.
When I hit the Unsubscribe button, I was asked for a reason why. Here’s my response:
Don’t like getting emails from someone other than the person I subscribed to. If you need to go on leave, then go on leave. Or batch a bunch of posts and drip them out while you’re gone. Or rebrand as “Writers Tips” instead of [Author’s Name Removed] But handing the keys to my email inbox over to someone else is a violation of trust.
I understand the author wants to keep reinforcing her brand. She is using repeated contact to stay on “top of mind” with her audience and not let that connection atrophy. But there are two problems with the way this was handled.
She’s not just running a writing advice website. She’s running a site where She give writing advice. She’s branded herself as an authority to give writing advice. Her name is in large, capital letters on her website, email list, and all things surrounding her brand. In her training videos, she looks right at you and tells you how she is going to help you succeed.
I signed up to her email list. To get writing tips, sure, but to get writing tips From Her. There are about 50,000 writers tip lists out there. I chose her list because I trusted her, and she violated that trust.
Keep this in mind when you start any kind of online business. It’s called branding. And it needs to be consistent, or you’re going to lose people.
Consistency is more important than being top of mind.
You might be thinking, “Why you mad bro? That’s just like ‘guest posting’ on a blog, right?”
No, it’s not.
Your blog is your own playground. Fill it with the toys you want. Change the colors. Change the graphics. Let people post and comment away. It’s your house. When I come to visit, I’ll see whatever content you’ve chosen to decorate with, even if it’s not your own.
But my inbox is mine. And I’ll decide what goes there and what does not. And if I trust you enough to let you add content there, that doesn’t mean you can just let other people add things to that space. That would be like me inviting you over to play cards on Friday but instead, you send someone else in your place. Very not cool. Especially from someone who gives marketing advice to authors.
Respect the inbox of your email subscribers.
I don’t email my list unless I have real news to share, and there is definitely plenty of exciting news and free stuff coming soon. Sign up here for free ebooks and updates! I promise I won’t hand your email over to anyone else.