Do you worry about your unsubscribe rate? Do you obsessively log into your email marketing software to check it and then panic over it?
If you do, you need to stop that.
Your unsubscribe rate is actually a good thing! Want to know why?
Let's find out!
SOME EPISODE HIGHLIGHTS:
(2:48) Fancy a 14-day FREE trial with Keap?
(4:10) Why you want to build a list of people who want to buy from you.
(6:50) Your email marketing should be on your terms.
(9:06) When people unsubscribe from your list, they improve your email deliverability.
(10:00) Why you should aim to make a profit from your email list as a whole (and not look at individual subscribers).
(12:30) Email marketing is about building relationships with people.
(13:16) Why you want to keep your email list lean.
(14:46) Look at people unsubscribing from your list as the ultimate way of niching down.
(16:54) Why you want to create an environment of zero competition.
(18:20) Subject line of the week.
Build a list of people who want to buy from you
We know getting notifications that say people have unsubscribed from your email list is scary. But it shouldn’t be. Subscribers are not Pokémon – you don't have to collect them all!
The truth is when people unsubscribe from your list they're doing you a favour. Because list building isn't about having the biggest list in the world. It’s about having a list of people who want to hear from you and buy from you.
If they're not going to buy from you (ever), they might as well not be on your list! You don't need more friends. And you don’t need more people on your list that drag you down.
In fact, that unsubscribe link at the end of your emails is useful. It's like a self-cleaning feature. This is your email list cleaning itself and telling you who’s not interested. Your subscribers are telling you that your business isn’t for them. And that's a good thing!
Your email marketing should be on your terms
Because your emails are landing in people's email inboxes, it's easy to think you are interfering with their day - that you're being intrusive. But let's turn this around for a minute. Imagine your email marketing is your house, and you’ve invited people in for a cuppa.
Effectively, you've put a thing on the internet (a lead magnet) that told people you send an email out as often as you do about the things you want to sell. If people want to receive that email, they’re welcome to come on in and make themselves at home. You’ll even put the kettle on, won’t you?
And if at any point they don't like what they see in your house, they can leave. And that’s okay. In case they get so upset they email you to say you’re spamming them, you can always unsubscribe them.
So don’t get attached to the idea you have to make their inbox a better place. Because sure, your job is to do good email marketing. And that should make someone’s inbox better for them, but only if they want to be there and they’re interested in what your emails are all about.
But remember - this is your house. You invited them. And if they don't like it, they can leave at any point or you can unsubscribe them.
So write your emails for you. Send the emails you'd like to receive and then build an audience of people who want those emails. This allows you to focus on serving the needs of the people who want what you have to offer.
When people unsubscribe from your list, they improve your email deliverability
Did you know that email unsubscribes improve your deliverability?
