Should you worry when people unsubscribe from your email list?
How about when they complain you are sending them too many emails?
The correct answer to that question is pretty straightforward...
... and when you understand the real reason people unsubscribe, it will completely change how you send emails.
You also might be shocked at how much money you've been missing out on by taking the wrong approach to email marketing.
In less than five minutes, I'm going to reveal to you the right way to handle unsubscribes... and the real way to approach your list for maximum gain.
Check out the video below.
Transcript
In today's copy conversations, we're going to talk about a topic that's very near and dear to my heart and its email unsubscribed rates.
A lot of business owners concern themselves with how many people unsubscribe.
And today, I'm going to show you why that's a bad idea, because not only does it cost you a ton of money to worry about the frequency of your emails and the unsubscribes, it's also damaging your relationship with your customers.
So, you know, it's the same old story.
You'll hear people say, "I don't want to send out that many emails because people say they hate it."
People are complaining about the number of emails I send.
"I had X number of unsubscribes last time I sent an email. My business is ruined!"
I get it.
This is a common fear, especially when you have a small list.
It's really easy to focus on the negative.
Our brains are wired to hate losing far more than notice when we're winning.
It's all about survival.
I talk about it a lot in my Primal Persuasion videos.
You can check those out in my previous articles.
But here's the truth about the people complain.
The people who hit reply and tell you you're sending them too many emails... and your unsubscribe rates in general.
The people complaining about your emails are not your ideal customers.
They maybe join your list on impulse.
They were never committed to you or your brand.
They're the fence-sitters.
They signed up for some other reason than a desire to buy from you.
Maybe they were interested, and they decided either your product is not for them, or your product won't solve their problem.
And you are still going to have people complain.
You are still going to have unsubscribes.
Now, here's the truth about the majority of your list.
The people who don't complain are your ideal customers.
They are your loyal fans, and you're doing them a disservice if you don't stay in touch.
They signed up for a reason.
And when you focus on the negative people, you forget about most people who care about your product.
They want to buy from you, and they're even out talking up your product to people and bringing more people into your sales funnel.
So I found this statistic from 2020 from Campaign Monitor.
I want you to look at this unsubscribe right over here.
This is the industry averages worldwide through campaign monitor for unsubscribing.
Right.
And the thing I want you to take away from this is how small that number is compared to your average open rate.
Click through rates and click to open rates.
And if anything else, I want you to realize that that small number of vocal complainers is insignificant to your business.
So the takeaways are don't let a few unhappy people steal the focus away from customers who love your products.
And unsubscribes are good.
They get people off your list who don't want to be there.
They were never going to buy.
And if they do buy, they are probably going to be your nightmare customers.
I'd be almost willing to bet that if you went and looked at your worst customers, they are the people that have hit reply and complained about your emails or have unsubscribed in the past.
So remember, it's easy to focus on the negative, but that doesn't make you money.
Time and time again, you're going to see that the more emails you send, the more revenue you're going to make.
And that's it for this week's copy conversations.
If you have an email list... and you would like me to write highly engaging emails that customers love to buy from, let's chat.