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Email paradox: unsubscribes actually grow your revenue

Email paradox: unsubscribes actually grow your revenue

By on Jun 13, 2019

In email marketing, there is a little buzz about unsubscribes. Most companies thinks unsubscribes mean that their email marketing efforts failed, and they do everything to keep people on their list.

There is a myth that says: 0.2% unsubscribe rate is normal, 0.5% is a red flag that you have to work on it, and above that is a catastrophe.

“Please, don’t unsubscribe, we will be so sad”

They even reduce their messaging frequency from 1 week to 1 month, to keep those people on their list who are not interested.

Some companies create special offers just for them, in order to prevent them from unsubscribing.

They explain their “tactic” that if the subscriber feels that the company will be sad, the subscriber will feel bad and won’t unsubscribe. In my personal opinion, it’s gives the company a negative image if they beg their subscribers to stay.

This whole “strategy” developed because marketers and list owners believed that unsubscribing is a bad thing. This is one of the biggest marketing myths.

Fighting against unsubscribing is a waste of time (and money).

The opposite: it’s a good thing if you have unsubscribers!

Why?

Unsubscribing cleans and segments your list

You probably learned that 101 marketing rule that you have to promote only for your niche audience, not for everybody. Every promotion you run for people who are not in your niche is a waste of time and money.

And whoever unsubscribes is not your ideal customer. Not anymore. When they subscribed, they were, but they no longer are. The ideal audience is not a forever-lasting thing.

If somebody unsubscribes, they are telling you that they are no longer interested in your communication (or your brand), and you don’t get their attention anymore. It doesn’t mean that they will never subscribe again.

If you delay their unsubscribe, or make it harder for them, it’s like you are standing in the exit of your store, and asking people “please, don’t leave”.

With unsubscribes, your list will be cleaner, because you will communicate to those people who are interested in your brand.

Unsubscribes save you money

Most autoresponder services bill based on how many subscribers you have. For example, if you have more than 1000 subscribers, you pay 30% more.

If you continuously build your list, and have a lot of subscribers, you will essentially pay more soon. That’s why it’s crucial that your list contains contacts only who are 100% interested in your communication. They will become buyers. They will pay your monthly membership fee. They are your prospects.

But on the other hand, if your list is full of uninterested people who don’t open your emails and don’t click on links, you’re wasting the money you spend on them. They will most likely not become your buyers. The best thing is if they unsubscribe immediately.

People who unsubscribe are basically doing you a favor.

You will get more sales

Good sales copy talks to your ideal target audience, no one else. That’s why it’s so powerful. This means it doesn’t fit for everyone, and it does filter out those who are not your ideal customers. And this is what you want.

Stand for something.

Be ultra-specific.

Have a strong, unique tone.

Make your customers adore you.

Everyone else – unsubscribe.

Of course, there is a mushy, nothing-special tone of voice that is suitable for everybody. You can write superficially so that more people will read (at least you think this).

But this is not marketing copy, because you don’t write in your target audience’s language. Because you don’t write about the things that are the most important to your audience – only shallow topics that fit for most people.

This won’t be effective.

Talk to your audience. Talk in their language about topics that they are interested in. In this way, they will adore you, and any others will unsubscribe.

Isn’t your goal that your audience adores you?

 

Unsubscribes protect you from spam reports

Imagine that someone wants to unsubscribe, but you make it hard for them.

As soon as they receive the next newsletter, they will more likely to mark it as spam, because this is easier than unsubscribing from your list.

After a few of these, Google will deliver your newsletters in the spam folder, no matter what you do. Open rates and reaches will dramatically drop, and you will be penalized.

It’s better if you let them go whenever they want to and make it easy to do.

Don’t send “Sorry to see you go” email?

Yes, you can.

But this is enough. Just to let them know that you are sad to see them leave, and would be happy to see them come back.

Maybe a question to ask why they unsubscribes.

That’s all.

If you overcomplicate this, or fight to keep them on your list, you just waste your energy. That’s energy that you can spend on writing more interesting newsletters and optimizing them.

I wanted to write this article, because I see many times that companies fight to keep people on their lists, even if they want to unsubscribe. Sometimes they go so far as not to provide an unsubscribe link.

I read a lot of articles and reports how bad unsubscribes are, how you should focus on keeping unsubscribe rates low, and tactics you can use to keep people on your list.

These make me laugh.

Don’t think about what you lose: think about how you can benefit more!

 

I wanted to write this article, because I see many times that companies fight to keep people on their lists, even if they want to unsubscribe. Sometimes they go so far as not to provide an unsubscribe link.

I read a lot of articles and reports how bad unsubscribes are, how you should focus on keeping unsubscribe rates low, and tactics you can use to keep people on your list.

These make me laugh.

Don’t think about what you lose: think about how you can benefit more!

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