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Let Them Go

February 12, 2025

In partnership with

Most marketers fear the dreaded unsubscribe button. They see it as a failure, a lost opportunity, a sign that their emails aren’t working.

But what if I told you that unsubscribes are NOT the enemy? In fact, they might be the best thing to happen to your email marketing.

Sounds crazy? Stick with me and in this edition I’ll show you why losing subscribers can actually make you more money.

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The Myth: "Unsubscribes Will Hurt My Reputation"

Some marketers panic when they see someone unsubscribe. They think it means they are doing something wrong.

The assumption? That every lost subscriber damages their reputation, lowers engagement, and kills sales.

Wrong.

Here’s the truth: Unsubscribes don’t hurt your sender reputation. Email providers don’t punish you for people clicking ‘unsubscribe.’

What actually hurts is when people ignore your emails, mark them as spam, or never open them.

A clean, engaged list is one of the best ways to boost deliverability and improve performance. The people hitting ‘unsubscribe’ were never going to buy from you anyway. So why stress over them?

The Reality: A Smaller, More Engaged List Wins

Every unsubscribe means your list is getting stronger. You’re left with the people who actually care about what you have to say; and those are the ones who convert.

Would you rather have a massive list filled with disinterested, unengaged people, or a smaller list of raving fans who open, click, and buy?

Why Unsubscribes Help Your Sales:

  1. Higher Engagement Rates – Fewer uninterested people means better open and click-through rates. This improves inbox placement.

  2. Stronger Deliverability – Email providers reward senders with active lists. This reduces the risk of emails landing in spam.

  3. Better Sales Conversions – When you email a list of people who actually WANT to hear from you, conversions skyrocket.

  4. Saves You Money – Many email services charge based on the number of subscribers. Why pay for people who will never buy?

Let Them Go – And Watch Your Business Grow

Stop trying to please everyone. If someone unsubscribes, it means they weren’t the right fit for your brand. That’s okay. Instead of chasing them, focus on nurturing the audience that values what you bring to the table.

You should welcome unsubscribes because they help filter out the people who aren’t interested. This lets you build a community of real supporters. When you write emails for a group that truly cares, your messages will be more effective.

Think about it, when you speak to a room full of people who WANT to hear you, your words have more impact. It’s the same with emails. You want to talk to the right crowd.

So, next time you see that ‘unsubscribe’ notification, don’t panic. Celebrate. Because every person who leaves makes room for a more engaged, more profitable audience.

Quality over quantity wins.

Every time.

From The Swipe File

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Cheers
The InBoXer Team