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The Great Churning
Last week, I talked about the importance of using data points, acting quickly to implement that feedback if it’s meaningful (not all feedback is considered equal but should be heard nonetheless), and repeating that cycle.
As SparkLoop sent me 100+ referrals per day just a few weeks ago, since pausing that growth lever, The Daily Tater is now experiencing unsubscribes at 100+ per day. And you know what? I couldn’t be more excited to see these unsubscribes. It means I’m getting close to flushing the system complete of subscribers who were never interested in the first place.
The loss of these subscribers will help increase my critical metrics, such as Open Rate, Click-Through Rate, Referral Rate, and Upgrade Rate. 📈
As I anticipated, The Great Churning is underway. Still, I’ve somewhat counteracted this relatively substantial loss in subscriber count by running Facebook/Instagram ads, producing ~70 new subscribers daily. For now, we’re still roughly at a net loss in subscriber count per day, but by continuing to think ahead, The Great Churning will be behind us, and it will be back to skyrocketing this thing just in time for Opening Day.
Golf Season Is Almost Here
What Doesn’t Kill You Makes You Stronger
Now that there’s a solid understanding of where subscribers are coming from previously and currently, I’m going to do a high-level breakdown of how I successfully went from my spam inbox to a 99.5% delivery rate, 35% open rate and 11.5% click-through rate in my latest newsletter send in under two weeks. 🚀
Here is a quick recap of how we got here:
SparkLoop was the main growth lever (I only pay for those who meet my criteria; sounds nice, right?)
Spam reports started to come in at a high rate per send
Analyzed Unsubscribe Survey Data. Key feedback: Not sure how I subscribed
This led me to SparkLoop, sending a lot of referrals (yay), but these referrals didn’t know what they signed up for, so hit spam as anyone would (boo) 😭
Turn off the SparkLoop growth lever until I can get them to do a double opt-in
How I counteracted the spam reports:
Use what you are familiar with. I know sports well. The NFL and MLB are copycat leagues. Everyone is always copying the latest, whether it’s the wildcat formation in football back in the late 2000s, the tush push today, or the shift in baseball up until just last year. I should do the same if it works for them.
So, I subscribed to the best of the best and analyzed their welcome series and emails, usually sent weekly.
A consistent theme in the welcome series and through my research was asking the receiver to reply to the welcome email, showing their email provider that they actively read it. Bingo! 💡
I think this had the most significant impact. I started to receive several replies a day. Not everyone needs to reply, but the more, the better. Time passed, and deliverability, open rate, and click rate increased once I started doing this. 📈
I even went one step further in the middle of this trial and replaced an ai generated image with a picture of my face with the caption saying thank you for supporting my work. I think this extra personal touch will encourage more people to respond, interact, and stay for longer.
Again, I’ve even taken this further and personally replied to every single reply I got with a quick thank you, gave me some feedback, and had a great day. While it may not be scalable forever, at least with me doing it, I think this personal touch sets companies apart from the competition. This will increase customer relationships, build trust, and keep subscribers longer. Shoutout to Beehiiv for making this super easy to do.
The last thing I’ll say for now is good luck to our competition 😤
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