Why I secretly celebrate unsubscribes
Let go of what who no longer serves you.
There’s nothing better than watching your number of email subscribers continue to grow and grow.
Until… what’s that?
An unsubscribe? Oh hell no!
Nope. I think you mean, oh hell YES.
I get it though. It can be hard to shift this way of thinking.
When we first start our business journeys, we have dreams of growing a huge list that’s almost completely responsible for our booming sales and raving reviews.
We want to watch that number GROW! Not shrink.
Because that’s what's supposed to happen, right?
I’d like to challenge you to rethink the goal of your email list. Because bigger isn’t necessarily better.
But if size isn’t the main goal, then what is?
👉 To create a perfectly curated list of people who are interested in you and what you have to offer.
Because a small, engaged list is going to do more for you than a large list full of random, uninterested people will ever do.
“But… I wasn’t ready to say goodbye!”
I know. I don’t think any of us are ready for our first one. (Or the second, or the third *sniffle*)
It can be hard not to take it personally.
When we put so much time, effort, and passion into the work we love doing, it doesn’t feel great to see someone walk away.
But screaming, “why don’t you like meeeeee?!” from a mountaintop isn’t going to change the fact that it’s literally impossible to align with every single person we come across.
And that’s okay. For every person that doesn’t feel like you’re their thing, there will be another one who freakin’ loves you.
It can take some time to develop this “let it go” mindset.
But when you focus your energy on attracting the right people, it becomes just a little bit easier to say goodbye to the wrong ones.
Why did they leave?
Did they come for the freebie and unsubscribe right after?
Rude.
Do they never open your emails?
Bye.
Did you say “shit” in an email and they wished they could send you a bar of soap to shove in your dirty little mouth?
Don’t let the door hit yah on the way out!
(Wow. We’re getting into it today, aren’t we? 😬)
These people are not YOUR people.
What’s the point in them being on your list anyway? Because your list number is higher?
Remember, that’s not actually important!
I’m going to use myself for an example here, and hopefully give you a new perspective.
As a copywriter, I LOVE reading emails from other copywriters, online marketers, educators (not in the classroom teacher sense), mindset coaches, etc.
But JEEZ… you should see my inbox.
It is out. of. con. trol.
I love reading all of these emails, but it gets to a point where there are more emails than I have time to read.
And at that point, I ask myself if there are any emails I don’t really need right now… and I unsubscribe.
It has nothing to do with them, and everything to do with me - what would help me in that moment of my business and what just isn’t as useful to me anymore.
So in all seriousness, here’s what you need to keep in mind.
If a person unsubscribes here and there, fine. It happens.
But if it’s happening a LOT and with a LOT of people? Well, you actually have some reflecting to do.
Here’s what I mean.
If it’s happening occasionally, it could be that 👇
They’re greedy and only want the freebies without actually caring about your message
They love ALL the people and want to learn so much but after signing up for everything, their inbox is overwhelming and they start to weed through
They’ve outgrown your offer or have different interests at this season in their life
Start celebrating that the people who don’t align with you are seeing themselves out!
BUT…
If it’s happening a lot, it could be that 👇
The focus of your emails is wildly different from the topic of the freebie you offered them
You tried to sell HARD without building up any sort of trust or connection with them
Your emails are boring, templated, and lacking personality
Reflect and evaluate what you’re doing and what you could be doing differently.
That’s a lot to think about, I know.
And as your list grows bigger and bigger… It’s actually worth doing a little scrub once in a while.
You know, if the people who aren’t interested aren’t going to unsubscribe, you’re going to kick them out instead!
WHAT?! Yup 😏
Why I celebrate unsubscribes.
It’s not that I’m a mean person, I swear!
Unsubscribes are actually helpful.
They help you create a more engaged list.
What’s the ultimate goal with your emails? To promote your services? To sell a product? To create a community of people willing to invest in you? The people who unsubscribe aren’t interested in that - so welcome their departure.
You’re one person closer to a higher quality list.
They help with email deliverability.
Imagine if everyone who didn’t want to be there started marking your email as “spam” instead of just leaving. That would pose biiiiig problems.
They give you an opportunity to learn.
When it comes to marketing, all the dislikes, the unsubscribes, the complaints are good… and as much as we don’t like them, we need them. They allow us to learn and shift our approach. Either we’re not attracting the people we want. OR we have the people we want and we’re doing something to push them away.
…but again, if you’re facing some pretty hefty unsubscribe rates, it might come down to you and what you’re putting out there. But that means you can make changes because you’re completely in control!
Make sure your messaging is clear and connected to what got them on your list in the first place.
Use stories to build up your know, like, & trust factor (need help with that? Check out my free guide, I got you → Make Your Emails Unforgettable)
Don’t be afraid to put your personality in your emails! Be YOU, don’t be bland… unless you’re bland? 🤔
Thoughts? Are you still shedding a tear for those unsubscribes? Or are you loudly screaming, “BYE BISH!”?
