I built the Art Biz Coach brand by sending out individual, personal emails back in 2002. I sent a copy of a sample newsletter with instructions on how to subscribe to any artist or artist organization I found online.
The smart people (!) subscribed quickly. Many of them are still on my newsletter list. (If you’re one of them, I’d love to hear from you.)
But over the years, lists age. I evolve. My subscribers evolve. Sometimes it’s no longer a good marriage, and they divorce me.
When the first unsubscribes trickled in, it was awful. Each one broke my heart. I felt bad that I had sent people something they no longer looked forward to receiving.
But I toughened up with each parting. Rejection does that to you. Thick skin is a good asset for anyone in business, and you don’t get it by playing it safe.
I am more at peace with unsubscribes these days, and I’m trying to embrace them.
You, too, need to learn to become comfortable with your email unsubscribes. Here’s why.
4 Reasons to Cherish the Unsubscribes
1. You don’t want to send people anything that they aren’t open to receiving.
You’re looking for a quality list rather than a quantity list. Don’t make it a numbers game.
If my Art Marketing Action newsletter was about numbers, I’d be sorely disappointed. In ten years, I have just about 12,000 subscribers. I should have a lot more than that!
But my small-ish list is engaged in the conversation I’m starting. It’s a quality list. I feel like we’re a community rather than me as broadcaster and you as recipient. People talk back to me in emails, on my blog, and through social media.
Another key point about the people on my quality list: they purchase from me.
2. Each person on your list takes up a little bit of your energy.
If you’re caring for your list as you should be, each person’s name requires upkeep. Each person who receives your email and doesn’t want it is a time bomb waiting to lodge a spam complaint against you.
The more happy unsubscribes you have, the fewer complaints you have.
3. Every person on your list costs you money – especially if you use an email service that charges per addressee.
Isn’t it better to part amicably with people who don’t want to receive your email and make room for those who might become raving fans?
4. You never know what’s going on in someone else’s life.
That person who just unsubscribed might need all of her energy and inbox space to deal with a personal challenge. Honor that.
Say a silent Thank You when you see unsubscribes. Be grateful that they were on your list as long as they were.
I’m grateful that you’re on my list and you allow me into your inbox each week. But if you ever need to leave, I’ll understand.
How do you feel about unsubscribes?