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How to NOT get email subscribers

imageI was about to sign up for 4 email newsletters from a magazine.

They could have emailed me every week, for years. And sold me stuff.

But they got greedy and made all sorts of personal data mandatory.

And now they get nothing.

(Now do your homework. Read Permission Marketing.)

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  1. Simms Jenkins September 22, 2010 at 7:28 am #

    Great point Andy. Most marketers that collect that data don’t even use it to develop more beneficial and powerful emails so the rule of thumb is only collect what you need and the more you ask for, the more abandonment you will end up getting.

    Besides Seth’s book, my book “The Truth About Email Marketing” addresses this issue and more.


    Simms Jenkins
    CEO – BrightWave Marketing &

  2. Andrew September 22, 2010 at 11:33 am #

    Terrific point. We went another route with the subscription page at Cubs Fan Report. We only require an email address and a zip code, but we still would like to gather additional information so we wrote a short blurb explaining WHY we were asking for the additional info. By being honest about our intentions and needs, a large percentage of our subscribers ended up filling out the whole form for us.

  3. John September 22, 2010 at 1:35 pm #

    Amen!!! I always tell clients that lead gen landing pages should have 3 fields at the most!

  4. Tom September 23, 2010 at 2:27 am #

    Andy, Do you really ‘need’ an Email subscribers Last Name? which I see you ask for.

  5. Adriana B. September 25, 2010 at 8:05 am #

    This is probably one of the things that I write about more frequently: broken subscription systems… Just look at the related posts of my last rant about poorly designed opt-out systems:

    Clearly businesses are having a hard time understanding that “being greedy” is making they lose subscriptions and the good will of many potential readers.

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