TikTok ban. Tariff war. DeepSeek.
The world has changed more in the last 25 years than in the previous 250 years. You know what else is changing?
Your subscribers.
They’ve grown older. They’re exposed to more opportunities. They might even have kids now. (and yes, they are on more newsletters)
Facebook recommended a video about what happened 15 years ago. I laughed so hard because it didn’t even look like me.
The amount of collagen in old W.Y.’s face is scary…
(and old W.Y was still debating if he should do a Ph.D 🤣)
And this is why I find it silly to lose sleep over “unsubscribe rate.”
Your subscribers are two different people—when they joined vs today.
It’s a GOOD thing if they are no longer interested in your emails and want to unsubscribe. That’s life. What you DO NOT wish to is –
For people to hit spam reports.
And that’s why…
When dialed up my client’s sending (quantity and frequency), I insisted on using an “unsubscribe header.”
Instead of the fancy banner ad, most e-commerces like to use… which screams AdVErTiSING from a mile away… I had a header that said:
“You’ve received this email because you’ve subscribed to, engaged with, or purchased from [BRAND] before. If you would prefer not to receive any more emails moving forward, simply click here to Unsubscribe”
We had a 0.02% spam-compliant rate throughout the promo.
(keep in mind, I ramped up the sending from 2 to 6 days per week… and the volume from 33k to 77k within a week. So… 0.02% isn’t bad)
And this is my tip for you:
When you’re gearing up for a promotion, encourage people to unsubscribe.
You can even run an “unsubscribe/re-engagement campaign” right before the promo because you want people to raise their hands… or leave.
There’s ZERO point paying for profiles that don’t want your emails.
>> Continue to the next lesson
– WYH