It’s January, and there’s one thing you can count on: a few people are going to unsubscribe from your email list. For many business owners, that first notification can sting a little. It’s tempting to spiral – “Was my last email too much?” or “Am I losing potential customers?” But here’s the truth: Email unsubscribes are not only normal, they’re good for your business. Let me explain.
1. You’re Saving Money
Most CRM systems charge you based on the number of subscribers in your list. So, if someone unsubscribes, it’s like they’re doing you a favour. Why pay for people who aren’t interested in your content or offers? Keeping your list lean and filled with engaged subscribers not only saves you money but also ensures you’re investing in the right audience.
Think of it this way: unsubscribes can help you reallocate your budget toward attracting new leads who are excited to hear from you. Wouldn’t you rather spend money on growing your reach with the right people?
2. They Were Never Going to Buy From You
Not everyone on your email list is your ideal customer, and that’s okay. Some people may have signed up on a whim, others out of curiosity. But when it comes to growing a business, it’s important to focus on the quality of your audience over the quantity.
The people who unsubscribe likely don’t align with your offerings or values. Instead of viewing this as a loss, see it as a win: your marketing efforts can now be directed toward those who genuinely want to hear from you. Remember, your message isn’t for everyone, and that’s what makes it powerful.
3. It Creates Space for Your Dream Subscribers
Imagine your email list as a party. Do you want guests who are yawning in the corner, waiting for an excuse to leave? Or would you prefer a room full of people who are genuinely excited to be there? Unsubscribes make room for your dream subscribers – those who love your content, open your emails, and engage with your offers.
When someone unsubscribes, it’s not rejection; it’s clearing the way for more aligned, enthusiastic customers to join your list. These are the people who are likely to click on your links, read your blogs, and eventually invest in your products or services.
4. A Smaller, Engaged List Performs Better
Here’s the thing about email marketing: it’s not about the size of your list. It’s about how engaged your subscribers are. A smaller list filled with active, interested readers will always outperform a large, uninterested one. Engaged subscribers mean higher open rates, more clicks, and ultimately, better results for your business.
Plus, email providers often use engagement metrics to determine deliverability. If your list is packed with inactive subscribers who never open your emails, your messages might end up in the spam folder. By letting go of uninterested contacts, you’re improving your chances of landing in the inboxes of people who care.
5. It’s a Sign You’re Growing
Every business experiences churn. It’s a natural part of growth. If you’re gaining new subscribers and putting yourself out there, some people will inevitably unsubscribe along the way. It’s a sign that you’re reaching new audiences and refining your message.
Think about it: big brands with massive email lists lose subscribers every day. Do they let it stop them? Absolutely not. Instead, they focus on consistently delivering value and attracting new people. You can do the same.
6. It Helps You Refine Your Strategy
Unsubscribes can also be a useful feedback tool. Are there patterns in when people unsubscribe? Was it after a certain type of email? While you shouldn’t obsess over every departure, reviewing these trends can help you tweak your content strategy.
Maybe you’re emailing too often, or maybe your messaging could use a little more alignment with your ideal audience. Use unsubscribes as an opportunity to improve and grow.
7. It Reduces the Pressure to People-Please
When you’re focused on keeping every single subscriber happy, it’s easy to water down your message. You might avoid taking strong stances or sharing bold ideas out of fear that someone might hit the “unsubscribe” button. But guess what? People-pleasing doesn’t sell.
When you let go of the fear of losing subscribers, you’re free to show up authentically. The right people will resonate with your message, and the wrong people will self-select out. That’s how you build a loyal, engaged audience.
Focus on Building the Right List
Unsubscribes are nothing to fear. They’re a sign that your email list is evolving, becoming more focused, and ultimately working better for your business. Instead of worrying about who’s leaving, channel your energy into attracting the right people – those who are excited about what you have to offer.
And if you’re looking for a simple way to grow your list with dream subscribers, I’ve got you covered. My bundle, Leads Magnets Made Easy, is packed with tips to help you create irresistible opt-ins that your audience can’t wait to grab. Download it now and start growing your list with confidence!
Click here to get immediate access!
Shelly Shulman - Online Business and Tech Expert