Don’t Take It Personal– Why Email Unsubscribes Are a Good Thing


What’s the first thing you do when someone unsubscribes from your email list?
Do you curse? Wonder what went wrong? Blame them for being a big ole meanie? Well, you really shouldn’t let it get to you. Don’t go sulking around the office because of a little bit of contact turnover—unsubscribes are a good thing.

Not everyone is into your content

And that’s OK. In fact, it’s better that way. The more diverse your email list, the harder it is to understand what they consider valuable. When you understand that your target persona is unique, you’ll realize that those people that unsubscribe just don’t fit into that mold. You simply can’t please everyone.

Unsubscribes boost your conversion rates

Why would you want someone on your list if they never open your emails? They are just dead weight keeping you from hitting your goals. Instead of trying to keep people on your list, focus on reaching new contacts that actually open your emails and click on links to take their place.

They keep you on your toes

Unsubscribes give you the challenge you need to create really great content. If your content gets stale, having your contacts jump ship might give you the motivation to pay more attention and get back on your game.
If your contact churn is getting out of control, don’t hesitate to do some research to figure out why. Send out a survey to your contacts and ask them what they like and don’t like about their content. Give them the opportunity to let you know what challenges they are facing and what type of content they would like to receive in their inbox.
Be honest and helpful with everything you post and understand that the web and your audience will change at a rapid rate. And most importantly, don’t cry over your unsubscribes.

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About Stacey Schall

Stacey is the head of inbound marketing at Schall Creative. She has a passion for communicating and believes that her left brain and right brain can work together in harmony. You can find her on Twitter @staceyschall.