#1 Reason You’re Losing Email Subscribers and How to Fix It

#1 Reason You’re Losing Email Subscribers and How to Fix It

This series has been so eye-opening. I sent out an email on Monday to my email list about the first step to take when it comes to building rapport with their email lists. I had so many people actually reply and reach out, I felt the need to write a post on the topic.

When I first started my email list, I had no idea what to do with it. How do I connect? What do I send? All great questions but I never sought the answer.

The #1 reason you are losing email subscribers and how to fix it!

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I created content upgrades out the wazoo, but just as I would gain a subscriber, I would lose two.

I was spinning my wheels but going nowhere.

If this sounds like you, then maybe you were missing the same thing I was missing.

Not only was I missing one important thing, but I was looking at my email list just as that, as a list. Those email addresses, those numbers, they were people. Each person on my email list was important, not only to me, but to the ceoMom brand.

I never got replies to an email I sent out until I came to that realization. Now, people on my email list reach out and we have conversations.

That’s what is all about.

Why I do this. To connect and build relationships with the people who trust me, my content, and the value I deliver. 

Once you stop worrying about the numbers and put effort into the people, the rest will follow.

Once you stop worrying about the numbers and put effort into the people, the rest will follow. Click To Tweet

Now, what could you possibly be doing that would run subscribers away?

The #1 reason I lost subscribers is because I was lacking a series designed for them.

Each time someone subscribes to an opt-in, content upgrade, or your normal subscriber list, there should already be a sequence in place designed for that path.

If you are using MailChimp, you can use this article to help you to set this up.

I use ConvertKit, so the following tutorial will walk you step-by-step on how to set up your email sequence.

When you have a solid email sequence that not only gives the subscriber their incentive download, but a journey to discovering who you are, more about your brand, and what kind of content you deliver, you are setting the foundation for a meaningful relationship.

Create Your Sequence

In ConvertKit, when you arrive at your dashboard, select the menu option Sequences. Then click Create Sequence.

You will now be able to name your sequence. Click Create Sequence.

You can now begin setting up your sequence! 

You should have at least 3-5 emails in a sequence. Think about the form, content upgrade, or incentive that will correlate with this sequence. The great thing about ConvertKit is that it was created by bloggers. Each section is described to give you some sort of direction on what each email should contain.

When you are finished with your email, change the status from Draft to Published and choose how long you want to delay sending. The first email should send immediately. Changing the 1 day to 0 will make that happen.

Within the settings, you can choose what days the email can go out. Select each day so that no matter what day someone subscribes, they will receive your email. You can also choose the time of day.

Another setting you can choose, in the event you want to prevent certain subscribers to receive that sequence, you can exclude them here.

You now have a sequence! Now you need a form to trigger that sequence.

Create Your Form

In ConvertKit, you need to create a form to begin taking emails. You do this by going to Forms then click on Create Form.

You will then be brought to the next step where you can choose to create landing page hosted by ConvertKit or a form that you can embed anywhere.

For this example, I am selecting form. You can then select the style of the form.

Once selected, you can customize the appearance by choosing colors and changing the wording.

Once it is styled the way you want it, go to Settings. From here, you can set up the form and connect your sequence.

losing email subscribers

Choose a form title, customize your success message or you can redirect them to a new page (which I personally suggest).

When you get to the drop down for sequence settings, choose the sequence you just created. You will then be presented with two options.

Make sure to check the box to make it mandatory for all new subscribers.

If you are adding a content upgrade, click on the next step, Incentive Email. Customize your message and instead of URL, select incentive download and upload the document.

losing email subscribers

You can now save your form, get the embed code or install the ConvertKit plugin for WordPress and choose your form within the ConvertKit form list.

losing email subscribers


And now you have a completed form and sequence!

Now when subscribers sign up, they won’t just receive a checklist and not hear from you for two weeks. They will get to know you, your brand, and a taste of the kind of content and value you deliver.

Just have a welcome email? That’s good. Now add 3-5 more emails to follow.

Don’t be afraid to get to know the people behind your emails because they want to know you!

Because I didn’t have a proper sequence in place, when I did get around to emailing my suscribers, they would unsubscribe because they had either forgotten about me or what I was sending was no longer relevant to their needs.

It’s important to make sure that the sequences you have created are aligned with the content that the subscriber opted in for. For example, if I opt-in to your email list for opt-in ideas, the email sequence I am in should not talk about recipes or how to create ebooks.

Each sequence is a path and every path has a starting point. Be mindful that you provide email content that is valuable and centers around your subscriber’s needs.

Be mindful that you provide email content that is valuable and centers around your subscriber's needs. Click To Tweet

Once you lose sight of that, you have lost them.

I challenge you to go back and take a look at your opt-ins. Do you have sequences for them? Do you have a welcome series? If not, create them.

It’s time to not just get subscribers, but keep them and build a real relationship with them.



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By | 2017-01-18T09:37:07+00:00 January 18th, 2017|Be A Boss, Grow Your Blog|28 Comments

About the Author:

Kristie is a mom of three kiddos, blogger, social media expert, and lover of all things pink and sparkly. She has a passion for helping moms become ceoMoms and following their dreams.


  1. Marcie January 18, 2017 at 9:51 am - Reply

    This was really informative! I’ve been so confused about the whole email subscriber thing. I’m saving this page to look at again!

    • Kristie January 18, 2017 at 12:10 pm - Reply

      Great Marcie! I am glad it helped!

  2. Denaye | Simple Families January 18, 2017 at 11:04 am - Reply

    I love ConvertKit. I recently stopped using the double-opt in feature though. I had a lot of people not confirming–and I suspected the email was going to their trash. Despite making that change, I am still seeing really high open rates!

    • Kristie January 18, 2017 at 12:10 pm - Reply

      Yes, me too! Glad it worked out for you!

  3. Jessica Peresta January 18, 2017 at 11:22 am - Reply

    Wow! This is awesome! I will definitely be implementing this strategy.

  4. Leah | Five for the Road January 18, 2017 at 11:22 am - Reply

    This is a great tutorial on how to get started. I am at the start and just figuring it all out. It seems really complicated but your steps make it easier. Thanks!

    • Kristie January 18, 2017 at 12:08 pm - Reply

      I am glad that it is helpful, Leah!

  5. Taylor Monaco January 18, 2017 at 1:30 pm - Reply

    I’m learning more and more about e-mail marketing, and you’re right it all starts with a specific series!

    • Kristie January 23, 2017 at 4:11 pm - Reply

      I’m glad you have found this to be helpful!

  6. Jessi January 18, 2017 at 1:58 pm - Reply

    Thank you for this. I am new blogger trying to build my list and this will come in handy.

  7. Justine Y @ Little Dove January 18, 2017 at 3:07 pm - Reply

    This is great information! I use Mailchimp, but I will have to look more into ConvertKit, thanks!

    • Kristie January 23, 2017 at 4:12 pm - Reply

      You are welcome! I started with MailChimp, it’s still a good tool!

  8. Lauren January 18, 2017 at 4:17 pm - Reply

    Great tips! I need to upgrade to convertkit, everyone seems to be very happy with it. I love anything that is easy.

  9. Ashley January 18, 2017 at 6:47 pm - Reply

    This post is so helpful. I use Mad Mimi, but have been looking into ConvertKit. You may have just sold me!

  10. Krysten January 19, 2017 at 1:11 am - Reply

    I never really thought about the importance of my list or what to do with them. I guess I was just one of the ‘send them content and that’s all’ type of person.
    These are great tips.

  11. Kayla January 19, 2017 at 9:13 am - Reply

    I absolutely needed this post! I need to check out convert-kit. This is such a great post loaded with helpful tips. Thank you!

  12. Ashley @ simmerandsprout January 19, 2017 at 10:15 am - Reply

    Great info! I know switching to ConvertKit will be in my near future. You are so right on, focus on the people, not the numbers! I’ve let mine just be blog updates weekly, but now that I’ve gotten some other tasks on auto-pilot I’m ready to really focus on my audience that’s growing.

  13. Melissa January 19, 2017 at 10:44 am - Reply

    I’m just starting to offer an opt-in so this was very helpful. Thanks for sharing!

  14. Tabitha Shakespeare January 19, 2017 at 2:14 pm - Reply

    I love that perspective! In this business it’s easy to make it all about the numbers but we forget that each number is an individual person!

    • Kristie January 23, 2017 at 4:09 pm - Reply

      Yes! We have to remember the people!

  15. Natasha January 19, 2017 at 3:03 pm - Reply

    This is great information. I have never used converter kit, however, I have been looking into it. I may need to just bite the bullet and sign up.

  16. Cheslea January 20, 2017 at 12:56 am - Reply

    I’m going to have to make some time this weekend to do this! Thanks for the info.

    Chelsea – http://www.binkiesandbaubles.com

  17. Barbara January 23, 2017 at 2:59 pm - Reply

    This is interesting. I need to consider this. Thanks.

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