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March 30, 2012

Why Unsubscribers are Good for You

You are probably thinking… “What?!”

Wondering why I would say people who opt out of your list is a good thing? Read on…

People lose interest. When someone joined your list they were excited and motivated to find out more about you and what you had to offer. It’s very difficult to sustain that level of engagement over time. Even if you’re cranking out excellent content and value consistently – some people just lose interest and move on. Nothing you can do about it. The longer the time, the more likely they will lose interest and eventually decide to opt out.

Be OK with that…

People opt out after a period of time of consistent non-activity. We all do it. We scan our email inbox or folders and decide to ourselves if we want to stay on that list… or not. It’s like spring cleaning or going through your closet and tossing what you don’t need and keeping what you do. The longer the stuff lingers in the closet or attic – the more likely it will get tossed. People view your list in the same way. We all have to try and rise above the clutter and remain front and center. Over time, if we don’t meet our end of the bargain – they’re likely to opt out like last year’s jeans.

Be OK with that…

It’s time to wake up and smell the coffee. People opt out for a reason. It’s our job to have the awareness as to why they do opt out and figure out what can be done differently to avoid more people leaving in the future. Been through an extensive launch with a lot of “sales” and “pitch” emails? – your opt out rate will for sure increase. Starting to slack and not churn out the solid content that your subscribers are traditionally used to? Get back on it and whip it into shape. People who opt out should be seen like a red flag that something is not right – and you need to address it the best you can.

Be OK with that…

Focus on gaining new people. The rate of people who unsubscribe is all relative to the number of new people who join your list. Focus on that and it will make the reality of people unsubscribing easy to deal with. Don’t look at your unsubscribe numbers – focus on the overall list size. People will leave your list at some point.

Be OK with that…

I’m happy when people opt out because then it cleans up my list and I can rely on more realistic and truthful statistics and analytics like open rates and click-through-rates. Dormant subscribers who never opt out (and never read your emails) are just skewing your numbers. I say “you know where the door is, leave whenever you want to.

Be OK with that…

As a result of this – try not to focus on the numbers of your list. Focus on the conversation with your list. Write to one person (not the full list) and you’re more likely to not only keep him around longer – but also to have him open and read your emails (which is the idea here, right?).

Listen – the moral of the lesson is this: If people on your list are not opening your emails – why would you want them on your list? Chances are, if these people are not opening or reading your emails, they’re not going to buy anyway.

And, with the new social media platforms out there like Facebook and Twitter (and many more), people can easily get your content and value in other places – not just email. My thought is if they move away from email – perhaps they’re moving onto an alternative platform to get my content like Twitter or Facebook.

Perhaps they’re no longer your ideal client – so be happy they moved on. Say to yourself… “I’m not their teacher. That’s totally cool.”

Until next time… Learn It, Love It, Live It!


Derek Fredrickson, Authentic Internet Marketing Specialist, is founder of the Authentic Internet Marketing System, the proven step-by-step program that shows you exactly how to authentically market your business online, in record time… guaranteed. To get your F.R.E.E. videos and receive his authentic internet marketing articles on attracting more leads and converting more sales online, visit http://www.derekfredrickson.com.

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