Why Your Email Unsubscribe Rate Is Not The Enemy You Feared [Video]

Your email unsubscribe rate is rocketing sky-high, and your feelings of panic are following suit. As the numbers rachet up, you’re left wondering, “What did I do wrong?” and have the irrepressible feeling that you’ve screwed up. Sound familiar?

But could it be that the email unsubscribe rate has gotten a bad rap for no reason? Watch this video to find out.

For those of you who are more prone to reading, we’ve included a transcript of the video. (But honestly, who wants to read when they can watch?)

We’re sharing our super-secret strategy for making inbound marketing work for our clients and ourselves.

Your unsubscribe rate is not the enemy many online blogs would have you believe (and I’ll tell you why in just a second).

Your unsubscribe rate is not near as scary as you may think, because think about this: What is worse than having somebody unsubscribe from your list? It’s this: doing nothing at all. Not opening an email, not clicking on anything, nothing. No response. Because you assume they’ve never seen it, right?

So an unsubscribe rate at least tells you that the message you’re sending out elicits enough of a response to get somebody to say, “You know what? I don’t sign on to that anymore. I’m outta here.”

Now before you say, “Well, yeah. That’s a bad thing,” here’s why that’s not a bad thing. When you’re building a community online—let’s say you want to build a raving fan base around your product—the truth is, it’s not for everybody.

It’s not for everybody that’s on your list, and so the worst thing that you could do is simply keep sending to your list over and over again with zero reply. Instead, think about this: Try some stuff with your subject line that’ll get people to open the email. Don’t use spam tactics and whatnot, because that’ll just tick everybody off. Instead think about, “What could I do that gets the attention of people, that they would actually care about my product or my service?” and then see what happens with your unsubscribe rate.

If you see it spike, you’ll actually know, “Well, I got through to the group that I was trying to get through to, and these folks just weren’t a good fit.”

So instead of bemoaning your unsubscribe rate, look at it as another valuable metric. Not that you’re being spammy or somehow people hate you, but that you’re doing a better job of eliciting a response—of some sort—from your community.

We want to hear from you. What are your thoughts on email unsubscribe rate? Let us know in the comments section below or on Twitter @nectafy!