I have a few email newsletters that I manage and run, the main one being my personal newsletter that I try to deliver at least once a month.
It’s not “professional” insofar as I don’t have a schedule or something that I’m married to but I do enjoy it because it feels more personal, more close-to-the-chest, and a place where I can share updates to folks who seem to really care about what I’m working on.
That’s kind of neat.
And I get updates every week about signups and folks that chose to unsubscribe. The vast majority of updates see a positive uptick on subscribers and a lower figure for unsubs.
But, on occasion, I get an update where there are more unsubs than new subscribers, like this:
Sure, it’s not really that big of a deal, statistically-speaking, but, I’ll be honest that whenever this happens it feels like a shot to the gut.
And I’m not entirely sure why either. Maybe it’s because the email newsletter feels much more personal or because I immediately want to understand why more folks decided to abandon it then stick with it.
Was it something I said? Was it something that I did? Was it the solar eclipse?
The reality is that I don’t really get to know because most folks never explain why they abandon it. They just hit the unsubscribe button and disappear forever.
But the anxiety within me wants to desperately know the truth and it’ll take over my morning for more time than I think is appropriate. Sure, I could just delete it as quickly as I do most email but this one just sits… and I sit… and I wonder… and wonder… and wonder…
You win some and you lose some. That’s life. That’s the truth. Unfortunately, it doesn’t make the losses feel any better though.