A few months ago, I created a free email course that teaches people how to write fantasy and used Facebook ads to draw people’s attention to its beta testing.
There were well over 250 subscribers during the advertisement period. They started getting the emails, some replied, some joined the Facebook group to mingle in the little community I created there. Others were generous with feedback, making the course better than it was, which was the whole point of beta testing.
But something else was going on that baffled me. People were unsubscribing from the course upon receiving course materials.
Those emails were not spam, or clickbait, those were link-free emails that taught these people something new. And they still unsubscribed. Curious.
Here’s what I think happened.