When you run paid campaigns, it’s likely that subscriptions to your newsletter pour in, and your metrics looked fantastic.

But a few weeks later, you notice an alarming trend: people are unsubscribing just as fast as they came in.

What went wrong?

This is called subscriber churn - one of the biggest challenges for marketers.

It can feel like pouring water into a leaky bucket - no matter how much you fill it, the level doesn’t rise.

It ends up in wasted money on campaigns and wasted time in creating for virtually no one.

But we don’t want that.

Let’s look at how to prevent this.

Why Churn Happens

To address churn, you first need to understand its root causes. Most subscribers don’t leave without a reason. Here are the main culprits:

Misaligned Expectations: 
Let’s say you sign up for a streaming service because you saw an ad promising blockbuster movies. But after subscribing, you find the catalog mostly filled with indie films.
The disconnect between the promise and the reality drives dissatisfaction.
Similarly, if your campaign overpromised or underdelivered, subscribers may feel deceived and opt-out.

Lack of Engagement: 
I once saw a book club that was marketed really well. I joined it, only to find that there was nothing going on - it was just a blank group.
similarly, subscribers who don’t receive timely communication are likely to forget why they joined and churn.

Overwhelming or Irrelevant Content: 
If you receive daily emails about topics that don’t resonate with you, it’s going to annoy you, right?
Similarly, if your subscribers feel bombarded or disconnected from your content, they’re more likely to leave.
This usually can happen if the ad campaign targets the wrong audience, so be careful when setting them up.

No Perceived Value: 
If subscribers don’t see the benefit of sticking around, they’ll churn.
This is especially true if you have a paid newsletter.
So, make sure every edition is packed with value.

Setting Expectations During Sign-Ups

Churn prevention starts before subscribers even join. Here’s how you can ensure the expectations you set align with what you deliver:

Transparent Campaign Messaging: 
Your ad campaign should make it clear what subscribers will get.
You can outline the content type, frequency, and value they can expect.
If your value proposition is clear, only genuinely interested people will subscribe - reducing chances of churn in the future.

Onboarding Emails: 
Once someone subscribes, send a warm welcome email.
Show your personality, use gifs, and write like you are to a friend.
Usually, if the open rate of the welcome emails is 50%, the open rate of your emails will be around 30%. (This can change from newsletter to newsletter).

Give Immediate Value: 
Deliver something tangible upfront.
For instance, if your ad promised a free eBook, make sure it’s accessible immediately after they sign up.
This reinforces trust and satisfaction.

Track Churn Metrics:

You can’t manage what you don’t measure.
Understanding churn metrics helps you spot issues and fix them. Here’s what to track:

Unsubscribe Rate: 
This tells you the percentage of subscribers leaving after each email. A sudden spike could mean your content missed the mark.

Engagement Metrics: 
Monitor open rates, click-through rates, and reply rates. Declining engagement is a red flag that churn may follow.

Time-to-Churn: 
Analyze how long it takes for new subscribers to churn. If most leave within a month, revisit your onboarding and initial email content.

Retention Rate: 
This measures how many subscribers stay over time. Aim for steady growth or at least a stable number.

Exit Surveys: 
When someone unsubscribes, ask why.
Keep the survey short with 1 question, offering multiple-choice options like “Content not relevant” or “Too many emails.”

Subscriber churn is inevitable to some extent, but it doesn’t have to be a constant headache.

By setting clear expectations, engaging subscribers right away, building loyalty, and keeping an eye on your metrics, you can retain more of the people you worked so hard to bring in.

Remember, every subscriber is more than just a number on your email list.

They’re individuals looking for value, connection, and relevance. Treat them with care, and they’ll stick around for the long haul.

P.S. If you are stuck with your newsletter growth at any point, reply to this and I can help you out! 📈