Breakups are tough. Romantic, platonic…it’s never fun to see someone go, even if it’s for the right reasons. So if the word “unsubscribe” sparks fear in your heart, you’re not alone. But you also may be missing the bright side of unsubscribes. Here’s a quick look at how unsubscribes can be good for your email list.
Email delivery is getting more difficult. And delivery doesn’t just mean “did your message make it to the Inbox?” Email service providers are increasingly looking at other metrics besides just a valid address. Bounces aren’t good for your email list quality, but other factors such as open rate and clicks are also evaluated by the ESPs. Your email engagement rate is a good indicator of the health of your list: are the people you’re emailing actually interested in what you’re sending?
Engagement metrics are aggregated across your account for all email sends. This means one bad campaign won’t ruin your list, but consistent low engagement may signal to ESPs that your list quality is low and delivery can be impacted. If you’re penalized for poor engagement, your qualified users can be negatively impacted as well. Which is why unsubscribes can be good for your email list, as painful as it might be to admit.
Users unsubscribe from your list for all kinds of reasons. But the one reason they don’t? They are actively engaging with your emails. So whether they’ve outgrown your product or service, don’t like the volume of emails, or are simply no longer a fan of your content, these unsubscribes can be good for your email list. A user will almost never unsubscribe when they are opening and clicking your content. So each unsubscribe is a step in the right direction as un-engaged users self-select themselves to be removed from your list and increase your deliverability.
Want to know more about how unsubscribes can be good for your email list? We can show you how to use those unsubscribed addresses to improve your opt-in advertising campaigns. Let’s get started today.