Last week, I got a message from a client’s customer support head:
“Hi can you please check why she is not receiving any email – [email address] – she wants to receive our email.”
Huh?!
I was shocked.
Someone wanted more emails.
And…
I am not delivering?
THAT IS IMPOSSIBLE?!
I knocked over the chair.
Stormed into the office.
Furiously hit the power button on my computer.
Launched Klaviyo.
Entered the email address.
Pulled up the profile’s recent activities.
And saw…
“Aug 8 – Marked Email as Spam”
“Aug 8 – Unsubscribed from Email Marketing”
🙄🙄🙄
Turned out, she was the only subscriber who hit spam complaint that day—out of ~60k profiles.
Look, I have nothing against unsubscribes. It’s part of the game.
In fact, I encourage people to unsubscribe.
That’s why, every time before I run a heavy promo, I will send a prelaunch email the day before we go live, teasing:
“We will be sending more emails in the next X days. If you don’t want a great offer, feel free to unsubscribe. We’ll be back to normal after [DATE].”
BUT –
Reporting the emails as spam…
Then, reach out in a month demanding more emails?
That’s called schizophrenia.
And I’ve set up a system to automatically protect all my clients’ domain reputation from schizophrenia subscribers.
(who knows when they will come back and hit spam report again)
This is why you need a thick skin if you want to become a marketing professional.
People are weird.
It’s not you, it’s them.
To your success,
– WYH