When I first started sending email newsletters, I was a nervous wreck. You know the feeling – you spend ages composing a gorgeous email in Flodesk, carefully choosing images, crafting every word. You take a deep breath, hit send, and then… you wait.
A few minutes later, you open the stats. And there it is. Someone has unsubscribed. Your heart pounds. You feel indignant, horrified, personally offended. Who would DO such a thing?!
I used to take every unsubscribe as a personal insult. But now? I celebrate them. And here’s why you should too.
Unsubscribers Were Never Going To Buy From You
If someone unsubscribes from your list, they weren’t your person. They were never going to become a customer. They were just taking up space on your list, dragging down your open rates, and costing you money (because most email platforms like Flodesk, MailerLite, and ConvertKit charge based on subscriber numbers).
When they leave, your list gets cleaner, your stats get better, and you’re left with people who actually WANT to hear from you. That’s a win.
A Smaller, Engaged List Beats A Big, Dead One
I would rather have 500 subscribers who open every email, click my links, reply to my messages, and buy from me – than 5,000 subscribers who never open a thing. Your email list isn’t a vanity metric. It’s a business tool. Quality over quantity, every single time.
It Means You’re Being Authentically YOU
If nobody ever unsubscribes, your content is probably too vanilla. Too safe. Too generic. The moment you start showing up with personality, opinions, and a clear point of view – some people will decide you’re not for them. And that’s PERFECT. Because the people who stay? They’re your tribe. They love you BECAUSE you’re real, not despite it.
It’s the Marmite effect. You want people to either love you or leave – because the ones who love you will become your best customers, your biggest fans, and your most enthusiastic referrers.
What To Do When Someone Unsubscribes
Absolutely nothing. Don’t take it personally. Don’t water down your content to try to please everyone. Don’t stop being yourself. Just keep showing up for the people who ARE on your list, keep delivering value, and keep being brilliantly, unapologetically you.
The unsubscribers are doing you a favour. Let them go with grace – and focus your energy on the people who stay.