Did you know you actually WANT people to unsubscribe from your email list? It’s true! Whether you’re an author like me, web store, or content marketer, bulk emails cost money to send and time to write. You don’t want to waste time or money on people who will never buy your products or services. So be glad when unsubscribers remove themselves from your email list! They’re actually doing you a favor.

Why do people unsubscribe?

  • They’re moochers that just want free stuff.
  • Your brand, products, or services don’t resonate with them.
  • They may be too poor to afford what you are offering.

Regardless of the reason, they were never going to buy from you, either because they had no interest, changed their mind, or just aren’t in the right financial position. And that’s OK. We’ve all been there, done that at one time or another. The trouble is when these non-customers stay on your list, infesting it like cancer.

What about raw numbers?

What about all the people who say you need “X number of subscribers” on your list in order to make it? That’s a load of crap. Raw subscribers (like raw followers on Twitter) are a vanity metric, nothing more.

Let’s face it: The total number of people on your email list doesn’t matter—only the quality of those subscribers. What you really want to know is:

  • How many subscribers will consistently open and read your emails?
  • And how many of those will then take action and buy?

Think of it this way: A hundred people willing to buy your product or service is worth more than a thousand people who won’t.

Can you have too many unsubscribers?

Yes! A small number of unsubscribes after each email you send is common and desirable. However, if you get a ton of unsubscribes, it could be a sign something is seriously wrong with your emails and/or offers.


Jackson Dean Chase brings you “Bold Visions of Dark Places.” (TM) He is the best selling author of the Beyond the Dome Dystopian thriller series, the Young Adult Horror series, and the Writers’ Phrase Books series. He lives in Seattle with two cats and no fear. For a limited time, get four of his #1 bestseller eBooks FREE.

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