First things first – this post is for everyone who owns an email list.
Or runs an email list for a client.
And today I want to debunk one of the biggest misconceptions in the email marketing industry and that is believing unsubscribes from your email list is a bad thing.
I’m here to tell you that people leaving your list is actually a GOOD thing.
And something you should actually be striving for.
If you don’t believe me, then make sure you read the rest of this post.
Some concerns around unsubs…
On a regular basis, when talking to people who own an email list, the topic of unsubscribes comes up on a regular basis.
They want to know –
- Why are they getting unsubscribers?
- Are they getting too many?
- Should they be trying to minimize the unsubscribers from their list?
And now, I will answer all of these questions…
You can be getting unsubscribes for several different reasons.
Everything from the reader not being interested in what you have to say, to not realising that they even signed up to your email list…
Here’s the thing –
For whatever reason you may be getting unsubs, do not worry.
With every unsubscribe you get, the more qualified your list becomes, and if your list is becoming more qualified, then this SHOULD mean that it’s becoming more profitable as well.
And with minimising your list from unsubscribes, I actually think you should be taking the opposite approach, and striving for unsubs.
Why you should place your focus on instead:
In my opinion, the two most important people on your list are:
1) People who have just subscribed to your list.
2) And existing customers.
Reason for category number 1:
People have just signed up/joined whatever you’re talking about selling so they’re HOT leads.
So it’s important to contact them frequently and give them the opportunity to buy what you have to sell.
Reasons for category number 2:
There’s a saying in marketing that goes something like this –
“The easiest people to sell to are people who have already bought from you”.
I’m not sure who first said that quote, but I’ve got a feeling it’s Dan Kennedy.
But the point remains.
You should segment these people on your list and tailor your messaging accordingly in order to maximize your results.
Then this should be followed by regularly mailing your list on a consistent basis with high-quality emails with the aim to sell your products and services.
Why you should strive for unsubscribes
Your message in your email should always be qualifying your list…
In other words –
With every email you send out, you should be aiming to unsubscribe.
Because if these people who are on your list are not going to buy, open your emails, and listen to what you have to say, why would you want them there?
After all, you are technically paying for them to be there.
Not only that, but as long as your list is growing consistently, and you’re mailing it on a regular basis, do not spend one more moment worrying about people leaving your list.
Why You don’t want unengaged people on your email list...
While you should not be concerned about people unsubbing from your list, you should even take it a step further and start kicking people off your list if they don’t meet specific criteria.
If you want to see how I did this in real-time for a client, you can click here.
Not only did I clean their list, but in the process, I boosted their open rates, click-through rates, and most importantly, their sales.
And if you use ActiveCampaign, then you’re in luck.
Because I will show you step-by-step how to clean your list of inactive subs. If you want to check that out, then click here.
Final Thoughts:
So to conclude –
Do not worry about getting unsubscribes from your list.
They are a GOOD thing.
And remember, one of the most important metrics of email marketing is profitability.
No point in having an email list, never getting unsubs, and getting killer open rates and click-through rates but not making any conversions.
If you have any questions, just let me know!
4 thoughts on “Why Unsubscribes are a good thing for your email list…”
Your posts are so well-written and engaging You have a way with words that keeps me coming back for more
I genuinely savored the work you’ve put forth here. The outline is refined, your authored material trendy, however, you seem to have obtained some trepidation about what you wish to deliver next. Assuredly, I will revisit more regularly, akin to I have nearly all the time, provided you maintain this upswing.
Stumbling upon this website was such a delightful find. The layout is clean and inviting, making it a pleasure to explore the terrific content. I’m incredibly impressed by the level of effort and passion that clearly goes into maintaining such a valuable online space.
What a fantastic resource! The articles are meticulously crafted, offering a perfect balance of depth and accessibility. I always walk away having gained new understanding. My sincere appreciation to the team behind this outstanding website.