You may never have heard the term Rickrolling. But if you’ve spent a good piece of the last 5 or 10 years on the Internet…you probably have not only heard the term – you’ve likely had it done to you.
For those of you who haven’t heard the term, Rickrolling refers to a series of emails years ago that continue to resurface still today that promise to show a piece of share-bait content such as a game or cool picture when you click on the link. But when you do in fact click the link, you actually get the 80’s video from singer Rick Astley called Never Gonna Give You Up.
The punch line that the prankster then delivers is “You’ve been Rick rolled.” The term has become synonymous with being punked, pranked, and disappointed.
So how does this relate to your emails to your subscriber list?
Have you given any thought to how your subscribers feel when they get your email and see that you’re offering just the information or product they have been waiting for someone to offer? And how they feel when they eagerly click the link in your email and the website or landing page content has nothing to do with the promise?
I know that I, for one, as a subscriber, seriously consider unsubscribing immediately. I’ve even subscribed to a service called Unroll.me because the number of emails I subscribe to because there is potentially content I want available but most of the time the content is just Rickrolling beyond my ability to manage on a daily basis and was causing me to miss the personal web content I really care about.
Good reputation is NOT something you achieve overnight. It’ the product of persistent, consistent action over a long period which demonstrates you are worth your salt.
Do you realize that sending an email to your loyal subscribers promising one thing only disappoints when your subscriber trusts you and clicks the link only to see content that’s irrelevant to that promise? Any idea how much work you potentially throw out the window?
To prevent getting rickrolled with marketing email, subscribe to the unfunnel.