As most of you realize, about two weeks ago I made the hard decision to move the email subscription list for this blog from Feedburner over to Aweber. I basically had come to the realization that Feedburner is coming to an end sooner than later, most likely sometime later this year to at most sometime next year. The signs are pretty obvious in my opinion. So as a result, rather than continue to build up the email subscriptions only to lose them later, I decided to take the hit and move to Aweber now.
I knew it was going to painful and I would lose many subscribers over in the transition based on what I read from many other bloggers. It was pretty clear the subscription count would drop significantly. There was no if, the only question was by how much?
Firstly, and this is the hardest to swallow, everyone you import over to Aweber basically has to re-subscribe (re-opt in but it’s really the same thing). To prevent spam, and thus to prevent people from importing random email addresses and email lists and causing harm to their service, Aweber require that every single person you import re-opt in. That is they will send out an email saying that if you wish to continue receiving emails, you have to once again click on the link to confirm your subscription. Not a big deal, but this does require an action from all your subscribers.
The problem here is twofold. Firstly many people are afraid of clicking on links they receive. When it comes to subscribing, they usually get it within a minute or so, so it’s very fresh in their minds. It’s an expected email and they’re ready to respond. However when it comes out of the blue, even if you announce it in a previous communication, it’s still not as expected, so a lot of people will be reluctant and just not click. It’s unfortunate but that’s reality.
Also, and this is again another reality of our world today, asking people to perform any additional steps is enough to lose a certain percentage. Yes they may still be interested in your articles, but any additional work will cause a drop of some people. Just like adding an extra field in your purchase is likely to lower your sales conversions, asking to re-opt in will unfortunately drop some people.
And of course, and this is probably a good thing, over time some email addresses will no longer be valid. For example I still had many hotmail.com email addresses which Microsoft have since converted over to outlook.com. So for some people they may just have re-subscribed with another email address. Others just missed the opportunity. Similarly others may have used their work email address and are no longer employed at the same place so the email address is still in the list but is no longer active. Basically a bunch of little reasons for why some subscribers are no longer valid. So all list naturally need some pruning over time. It’s just psychologically tougher to do at the same time as everything else even if you know why.
With that in mind, the last blog post I wrote here was to let people know what I was doing, so that they weren’t as big a surprise when they received the email to re-opt in. Basically a friendly notice. And since then I decided to wait at least a week to give as many people as possible a chance to re-opt in before posting again so they wouldn’t miss anything. So yes although I was planning on writing more often, I held back to give the transition a little bit of additional time.
So what was the end result? Well firstly I’m happy and relieved it’s done. I’ve been wanting to do this for at least the last 2-3 years. I don’t know why I held off so long, probably it just didn’t seem as important. That and I didn’t want to lose any subscribers along the way. In any case it’s now done and as a result I can breathe more freely. And most importantly I can feel more comfortable that any efforts I spend on growing the list are not going to be lost in the future.
And now for some metrics. Well right off the bat 26.6% of the emails bounced when sending out the re-opt in email. So yes although that stung, that’s actually a good thing. It’s the pruning I just talked about. S4o basically 26.6% of the email subscribers over the years are no longer active. So this is a good purge. No point in sending out emails to people whose email addresses are no longer valid.
After that, in terms of re-opt ins, well let’s just say that quite a good number of subscribers were lost. I expected it, and it was definitely within the norm from what I read online from other bloggers who did the same thing. Everywhere you read about it, people say do it sooner than later because the cost of transitioning is painful. After this experience I completely agree. Do it sooner than later. It’s not fun so if you’re going to do it, do it sooner rather than later. It’s better to keep the number of lost subscribers in absolute numbers lower because the percentage will most likely be about the same. In other say losing 10% of 10 is much better than losing 10% of 1 billion in absolute numbers. That being said, I’m finding a week later previous subscribers are still in the process of re-opting in, so I don’t yet know what the final percentages will be.
On a positive note I’ve absorbed the cost so that’s now done. And although I lost some subscribers, quite a lot did transition over which is great! Above that, all the RSS feed subscribers are still there, they haven’t changed in numbers at all according to Feedburner (I left Feedburner for the RSS feed for now since there’s no reason not to – there’s no penalty if they go away and I transition that later).
What’s also good is that I already have quite a large blog with almost 500 posts written over 8 years so that will definitely help me re-grow it back to the same level of subscribers pretty quickly. My guess is that I’ll be back to this same levels within 3-6 months, so that’s about the cost for moving if you’re curious. Which like I said before, if you research it, that’s actually pretty good.
I believe this is also the very first time ever that FollowSteph has had less email newsletter subscribers than my company LandlordMax Property Management Software email newsletter! By the way the company email newsletter is also managed by Aweber and has been for at least a year now. In any case I don’t expect that to last very long, usually blogs get more subscribers than company newsletters, regardless of how good they are. What’s nice though is to see both of them growing on a daily basis!!
And on that note, I welcome back everyone who has transitioned! I also look forward to posting quite a lot starting now. And later this week, I will start to post one interview a week from my book Blog Blazers which you can find on Amazon here. The list of bloggers I interviewed can be found here (and I will be posting in the order of the book). So it should be quite a lot of fun. There’s lots of great interviews in the book.
Until then, here’s goes to the first post using Aweber!