Every time I send an email, I lose subscribers

Below is a screenshot showing my monthly subscriber growth.

You will see that pretty much every time I send an email, I lose subscribers:

Here is the thing: I don’t really care.

I mean, yes, I would love it if no one left, but the benefit I get from sending an email relative to the cost of losing subscribers… so outweighs the latter, that it doesn’t really matter. 

I am saying this because people tend to fixate on the unsubscribe rate.

They want to send emails and have no one unsubscribe. I am sorry, but that is impossible and, honestly, a waste of time to even think about. 

The reality is, someone who unsubscribes is most likely not someone who was going to be a customer in the first place, and if they were a customer, the unsubscribe is largely a byproduct of personal preference as opposed to, say, the content you are sending. 

Now, of course, you want to pay attention to your unsubscribes to an extent. If you are consistently getting, say, 2% unsubscribes, you need to do 3 things:

• Evaluate the quality of your content (is it actually providing value)

• Evaluate the quality of your audience (who is in this list… did they opt in, and how long ago did they opt in)

I guarantee you, your high unsubscribe rates are related to those two things. 

Once you solve that, your unsubscribes will go down, and any other unsubscribes are really just inevitable, and you shouldn’t be worried about… I know I don’t.

Here is the thing: people fixate on the negatives, and it's human nature to. For example, if I send two emails a week and each email gets .2% unsubscriptions, that means I am getting .4% unsubscribes per week from those I sent the email to.

Yes.

But you know what else you are getting, ideally 2x the revenue as a result. 

People focus on the unsubscribe instead of the revenue. But here is the thing, those unsubscribes were most likely people who were not going to buy in the first place… who cares.

From this email alone, I am probably going to lose 5 subscribers… I don’t care because there is a high chance that someone gets value from this email and eventually becomes a client or joins my Skool community.

That’s what I should be focusing on, not the other negative metrics (within reason), but the positive. 

Resources to help with your email marketing

Quick note, you can get all of these for free if you join my Skool Community: click here

• Master outline of every flow of an e-commerce business needs: click here

• ChatGPT prompts for 6 automations: click here

• Editable design files that you can copy and paste for your own business/agency: click here

• Make more profit with your next email sale: click here

• My strategy for making money as a consultant: click here

• 639 different swipe files for email and sign-up forms: click here