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B2B Monday Myth: Unsubscribes Are Bad

by MGB2B

The Myth: Unsubscribes Are Bad

The Truth: Unsubscribes Can Become One of Your Greatest Email Marketing Tools

You may look at the number of unsubscribes after you send out an email and do a victory dance because your unsubscribe rate is low. Or, you might fret over high unsubscribe rates. But the question is: Are Email Unsubscribes Bad? Not necessarily.

Contrary to popular belief, unsubscribes are not always bad news. When prospects opt out from your emails, it means you’ve cut people from your list with little to no interest in your product or service. And you did it without moving a muscle. This paints a clearer picture of which prospects are interested — and that will translate into higher conversion rates down the road.

Here Are 3 Silver Linings You Can Find In Your Unsubscribe List:

1. You’ll Save Time and Money. There’s no glory in having 1,000,000 people on your email list if only a small percentage is engaging with your content or even interested in what you have to say. When people unsubscribe, it’s usually because they are uninterested and unlikely to convert, not because your campaign is flawed or off-base. This leads to a more condensed but higher-quality list, allowing you to increase the focus on your target audience. Homing in on interested prospects will save you time and money down the road, since you won’t be following up unnecessarily with cold leads.
2. You Can Learn More About Your Target. When your list condenses, it allows you to get to know your target audience better. You can fine-tune your content and even rework products based on the feedback and behavior of this tighter, more interested audience. With more accurate information, your marketing team will be more successful with converting subscribers into lasting buyers.
3. You Can Learn More About Your Email Practices. Look at unsubscribes as an opportunity to learn more about how you can improve your email practices by asking why they are unsubscribing. If you have a high unsubscribe rate and they tell you they feel bombarded by your emails, pull back a bit. If they are frustrated because your emails aren’t mobile-friendly, you’ll need to change your email design. High unsubscribe rates can happen for lots of reasons, so use unsubscribes as a tool to improve your email efforts.

You also don’t need to wait for people to unsubscribe to cull down your list. Interested in parting ways with uninterested readers? It might be time for some breakup emails. Check out these tips on how to write one. Saying goodbye can be hard, but sometimes it’s best for business.