4 Reasons Why Email Unsubscribers Are A Good Thing!
Serious bloggers are always working hard towards building their email list. The aim is for lists to grow and become stronger over time, and the thought of having unsubscibers is not a great one.
I love this quote by Derek Halpern at Social Triggers on why you should build an email list. It’s simple but to the point!
If you’re not building an email list, you’re making a HUGE mistake.
Why? It is your email list that allows you to build a connection with your readers and that connection allows your business to grow.
When I first started blogging I would love seeing the subscriber counter increase but almost feel a sense of dread when someone unsubscribed from my list.
All sorts of questions would run through my head, such as:
- Why don’t they like me?
- Am I spamming them?
- Is my content provision too much?
- Am I not meeting their needs? How am I going to change that?
Do you know what the result of this was?
It sounds silly of me to say now, but I actually stopped emailing! I was so worried about having people unsubscribe that I pretty much gave them no reason to.
My subscribers never heard from me, so they basically forgot about me! You don’t bother unsubscribing from someone you have forgotten about do you!
The result was that I was continuing to build my subscriber list and NO ONE was unsubscribing. WIN!
What is the point of having a subscriber list if you are not utilizing it. How many times have you heard that there is money to be made in your list? You are not going to make any money with a list you are not connecting with!
So, I finally got my but back into gear and started up a weekly newsletter. You know what happened? I started to see those dreaded unsubscribes again….Eeek!!!
But in truth, those unsubscribers are not such a bad thing, and now they almost give me a little smile!
No, I have not lost the plot, let me explain why!
1. Your list is being utilized
Whilst it was great not to see any unsubscribers for a number of months, the reality was that I was not using my list!
You seriously have to ask yourself what is the point of having a list that you are not going to use. Is there any?
The moment my list was being used, there were some people on that list that decided they did not want to be part of it. You know what? That’s totally ok!
The fact that they took the time to unsubscribe meant that they actually received an email from me. This is great because it means that my presence is finally getting out to those on my list.
2. Your emails are being read
To unsubscribe to a list, you have to actually have read it, or at least look at it. This means that other subscribers (who are not unsubscribing) are also reading it!
This is GOOD NEWS!
Wouldn’t you rather have someone unsubscribe but several more click through to your site?
Or would you prefer to keep that subscriber who clearly doesn’t want to be there, but then miss out on the opportunity of those other readers heading to your site?
It’s a bit of a no brainer really.
3. Your headline is working
For people to unsubscribe from your list, means that they have had to click to open your email!
Something in your headline made them click through. It could have just as easily been deleted!
There must have been something that sparked an interest in your headline (even if only briefly), for that person to decide to read the content.
OK, so when they got to the content, they decided it wasn’t for them, but hey….you won them over with the headline at least! Let’s focus on the positives here!!
The chances are that more people will have also opened the email, and they will have not unsubscribed from you.
4. You are building a stronger list
It is one thing to build up numbers on an email list, but it is another to build a strong email list. Is there any point in having numbers if the majority of those subscribers really don’t care for your content?
I have realized that I would much rather have 100 subscribers who engage, purchase goods and really care about what I can provide them than 2,000 subscribers who really couldn’t give a toss!
The more defined that my list becomes, the more I know that my list is getting stronger and stronger. I am seeing open rates and click rates increasing which helps me know that I am on the right track.
If I know that I have a list that on the whole likes my content, I can see where improvements need to be made. On those occasions that subscribers are not opening or click through I know I need to adjust things. This is clearly showing me that the content or the headline was not appropriate. How can you make those decisions if you don’t know what your list wants?
It is definitely important to build an email list, and of course we want people to stay on that list. What’s the point of growing a list if people just unsubscribe all the time.
However, instead of getting upset or stop emailing (like I did), focus instead on the positives of those unsubscribers and how you can build a stronger and more engaged community as a result of it.
Building an email list doesn’t have to be expensive and there are a number of providers that charge a relatively low cost for managing your list. There are also providers, such as the learn how to blog team that allow you to build and operate a list for free.
Whatever method you choose, the key is to start building that list as soon as possible, and keep your attitude positive, even when those dreaded unsubscribers start to appear!!
Now it’s your turn
What do you normally think when you see unsubscribers from your list?
Does it worry you, or does it encourage you to keep going?
Have you ever made the same mistake and stopped emailing for fear of loosing your subscribers?
Please share your thoughts with us below.