Pre-Familiarity and Subscriber "Stickiness"



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Pre-Familiarity and Subscriber "Stickiness"
By Brian Alt

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Today's tip could be summarized thusly: The more familiar a new subscriber is with your ezine before he or she subscribes, the more likely that subscriber will stick around and become a loyal reader.

Consider the following examples to illustrate this point:

A new subscriber reads the title and one- or two-sentence description of your ezine in a directory and decides to subscribe.
A new subscriber comes to your Web site, reads a paragraph or two about your ezine, then decides to subscribe.
A new subscriber visits your Web site, reads a detailed description of your ezine, browses through several archived past issues, reads a few testimonials from satisfied subscribers, has a chance to peruse your privacy statement, and then decides to subscribe.

All three subscribe, but which one is more likely to stick around? Clearly, the third subscriber has a much better idea of what to expect from your ezine, and thus is far more likely to be satisfied by what you deliver. By setting up and then fulfilling expectations, you're giving new subscribers exactly what they want.

The less familiar a new subscriber is with your publication when joining, the more likely he or she is to not like what they receive and unsubscribe. If a new subscriber only gets a title and short description of your ezine, he or she won't know what to expect and stands a much better chance of being turned off when the first issue arrives.

Giving potential subscribers a chance to browse your ezine's archived issues is the best way to ensure that they can thoroughly familiarize themselves with your publication before they subscribe. This will significantly reduce the attrition (unsubscription) rate of your ezine.

For more on ezine archiving practices, go here.

Ezine-Tips for January 23, 2001

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Pre-Familiarity and Subscriber "Stickiness"By Brian Alt

Pre-Familiarity and Subscriber "Stickiness"
By Brian Alt