Why Unsubscribes might be the best thing...

Hey there,

It’s Emiel from The Email Standard, back with some insights that might just change the way you think about your email marketing.

I often hear from ecommerce brand owners, "But if we send more emails, won't our unsubscribe rates go up? Isn't that bad?"

It's a common concern, but here’s the reality: unsubscribes aren’t the enemy.

The Misconception About Unsubscribes

A lot of brands make the mistake of trying to keep everyone on their email list happy. They send out generic emails in the hopes that no one hits the unsubscribe button.

But the truth is, not everyone on your list is your ideal customer, and trying to cater to everyone usually means you’re not really connecting with anyone.

Why You Shouldn't Fear Unsubscribes

Think about it this way: when someone unsubscribes, they’re actually helping you refine your audience.

They’re self-selecting out, leaving you with a list of people who are more likely to engage with your content and buy from you.

It’s a natural part of the process and can be incredibly beneficial.

Imagine this—you wouldn’t keep spending money on ads that target the wrong audience, would you?

The same logic applies to your email list.

By letting go of those who aren’t interested, you’re freeing up space to focus on those who are.

How Unsubscribes Can Lead to More Sales

When you’re not afraid of losing a few subscribers, you can start sending more targeted, relevant emails to the people who actually want to hear from you.

This not only increases engagement but can also lead to more sales.

After all, it’s better to have a smaller, more engaged list than a large one full of people who never open your emails.

Focus on What Matters

Instead of worrying about unsubscribes, shift your focus to growing a list of engaged subscribers and delivering content that speaks directly to them.

Here’s how:

  1. Grow Your List with Quality Leads
    Use a pop-up form that effectively converts site visitors into subscribers—aim for a 8-12% conversion rate.

  2. Send Consistent, Valuable Content
    Aim to send 2-4 emails a week, but make sure each one offers real value. Whether it’s educational, entertaining, or offers a great deal, ensure it’s something your audience will appreciate and engage with.

Unsubscribes aren’t the enemy—they’re a sign that your content is starting to hit home with the right people.

Embrace them, and watch your sales grow as your list becomes more refined and engaged.

And that’s it! Let me know if you liked this email, and also reply to this email if you have any questions that you want me to cover in one of my following emails.

See you next time!

Emiel from The Email Standard

P.S. Are you looking for ways to increase the revenue of your eCommerce brand? If you want a Strategy Session with me, book a call here »