The post Why Unsubscribes Aren’t the End of the World appeared first on BrandBlox.

Seeing that people have unsubscribed from your mailing list after you send out your latest email can really hurt. You have put time and effort into creating a great email, and any unsubscribes feel like a direct criticism of your email content. It can be difficult not to take it personally. Many people also panic that their email marketing isn’t successful because a couple of people unsubscribe after each email they send.

This is not necessarily the case. In fact, unsubscribes can even be a good thing!

There are a number of reasons why someone might unsubscribe from your email list. Some are within your control, others are not. Now, if large portions of your list are unsubscribing with each email you send, this should be a red flag that you need to do something about your email content. A lot of unsubscribes are not a good thing; you’ll end up with no one to send your emails to if it carries on. However, two or three people unsubscribing in response to an email is a normal occurrence and is nothing to worry about. The larger your list is, the more unsubscribes you are likely to see.

How unsubscribes can be a good thing

Targeted marketing is a much more effective approach than the “spray and pray” approach. You want to be targeting your marketing towards people who are going to buy from you, who will stay loyal to you, and who might even recommend you to their peers. If there are people on your list that don’t fit this description, then there is no need for them to be on your list. Basically, there is no point in marketing to someone who is never going to buy from you.

So, if someone unsubscribes from your mailing list because they are not interested in your products or because your service isn’t relevant to them, then you haven’t really lost anything, have you? Think of it as quality over quantity. Would you rather market your brand to 1,000 disinterested people or 100 people that love your products, are actively engaged and want to buy from you?

For those unsubscribes that are still interested in your brand, ones that unsubscribe for another reason such as wanting to keep their inboxes clear, it doesn’t mean that they are abandoning you. Perhaps they just prefer to maintain the relationship with your brand through other channels, such as social media. Marketing to your customers across multiple channels means that they can engage with you through their preferred medium, making the experience better for them.

Unsubscribes can also help you to improve on your email marketing efforts. By asking people who unsubscribe why they chose to do so, you can identify any potential areas where there is room for improvement.

So, don’t get disheartened the next time you see unsubscribes in your monitoring report. They could be good for your business.

The post Why Unsubscribes Aren’t the End of the World appeared first on BrandBlox — Email Design and Coding for the Brand-Oriented.

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