Do you ever feel like you lose email subscribers every time you send out another email?
Don’t worry, it happens to me all the time too. In fact, it happens to everyone who has an email list.
And it’s actually a GOOD thing when someone unsubscribes from your list.
I mean - I know it sucks. It’s not fun seeing that number go down after you’ve worked so hard to get it up there.
Here’s why losing email subscribers is actually a good thing:
The people who unsubscribed didn’t want to be on your list.
Imagine throwing a Christmas party and inviting everyone.
There are going to be some people who are really excited - some have known you for a while and some might be completely new.
Sometimes, you like someone right off the bat after meeting them. And other times, you’re like “meh”.
Well, imagine if someone is feeling “meh” about you, would you want them to stay at your Christmas party? I wouldn’t.
I mean… I wouldn’t kick them out, but if they want to leave, I’m not about to go begging for them to stay.
That’s kind of like your email list. You sent out an invitation for everyone and they’re all welcomed, but if someone doesn’t want to be there, you can respect their wishes and let them on their merry way.
Because the truth is we’re not going to be everyone’s cup of tea, and that’s okay.
We’re all attracted to different personalities.
Some of us are introverts while others are extroverts. Some want more comedy and light humor while others want more honesty and heart to heart conversations.
One isn’t better than the other. They’re just different, just like how we’re all different.
Someone unsubscribing from your list doesn’t mean that your emails are bad. It just means it’s not for them.
Trust me, it’s not personal and they’re not out to hurt your feelings.
You don’t have to pay for people who don’t want to be there.
Even with MailChimp and MailerLite, you have to start paying a monthly fee after getting a certain number of subscribers.
Well imagine throwing that Christmas party and the people who don’t really want to be there or care about you eating all the food and drinking all the booze.
With that scenario, there’s two concerns:
You have to go buy more food and booze.
There’s none left for the people who actually want to be there.
If people voluntarily unsubscribe from my list, that makes my job a whole lot easier (and more affordable).
Because why do we want to keep paying rent money for someone who’s never going to open one of your emails? And why would we want to keep sending them emails that they don’t want to open?
There’s already enough noise in this world, so if someone sees my emails as noise, I don’t want to add more noise and clutter to their world.
I want to share my stories and spend my time with people who do want to be there, who do find what I say helpful and/or encouraging, and who will open my emails when I send them on.
Because I don’t know about you, but writing emails take time, energy, a lot of heart, and a ton of practice. (To be completely honest with you, emails are my not favorite thing.)
You learn to stop obsessing over the numbers.
Okay, be honest: How often do you find yourself obsessing over the numbers?
Because I have a tendency to obsess over the numbers and I know it’s not healthy. It’s not healthy to place your self-worth or your measurement of success on how many subscribers you have (or page views your get, followers you have, etc.).
Losing subscribers has helped me see that it’s not all about me.
In fact, it’s not about me.
It’s about them. The people at the party. Your party.
And sometimes? People leave parties early, and that’s okay.
It’s like worrying about how many Facebook likes you got on your last profile photo.
Having a smaller amount of followers, subscribers, “friends”, etc. doesn’t make you any less than.
And if someone makes you feel that way… pro tip: don’t invite them to the party next time, because you don’t need that kind of negativity in your life.
You are so much more than a number. Remember that.
Here’s the good news: You can always get more people to sign up for your email list.
Just keep showing up, providing value, and being yourself.
You being yourself will attract people to you. After all, they say that your vibe attracts your tribe. And it’s true.
So don’t worry if someone realizes that you aren’t their cup of tea and unsubscribe from your list.
It’s not personal. It’s just them cleaning up their inbox and creating space for things that do align with them.
Life (and business) is more than having more numbers (which are often a vanity metric). It’s about making that human connection, helping others, and carrying out your life purpose.
Don’t lose sight of what’s really important for perceived short-term success.