Don’t Panic! It’s Just an Unsubscribe
There’s nothing like seeing an unsubscribe to make you question your entire life’s work... or at least your subject line! And no matter how confident or seasoned you are, it can still feel like a bit of a kick in the teeth.
Was it something I said?
Did I email too often?
Are they bored of me?
Am I terrible at marketing?
Take a breath. Because here’s the truth: unsubscribes aren’t a bad thing. In fact, they can be one of the most positive parts of your email marketing — and here’s why:
1. They’re not your ideal customer
Not everyone who signs up is the right fit. Some people were just browsing. Others signed up for a freebie and never really intended to stick around.
If they unsubscribe, it simply means your list is refining itself. They weren’t going to buy from you anyway and that’s OK. Better to focus your energy on the people who do care about what you offer.
2. It keeps your email list clean
Unsubscribes are a great way to keep your database in good health. A smaller, more engaged list will always outperform a big one full of ghost subscribers.
Less dead weight = better open rates, stronger click-throughs, and emails that actually land in inboxes instead of spam folders.
3. It saves you time and energy
Trying to win back people who’ve mentally checked out is exhausting. If someone’s not opening your emails or engaging with your content, let them go.
An unsubscribe saves you the time (and headspace) of trying to re-engage someone who’s just not that into it.
4. It’s valuable feedback
Unsubscribes give you data. When you look at your email analytics in context e.g. subject lines, time sent, or the kind of content you shared, it helps you spot patterns in what your audience enjoys… and what doesn’t quite land.
Think of it as a useful nudge to keep evolving and refining what you send.
5. It’s not personal
We know…easier said than felt. But most of the time, people unsubscribe because their circumstances have changed, not because you did something wrong.
Maybe they’ve moved away, already booked a wedding florist, or they’re just clearing out their inbox (we’ve all been there). It’s not a rejection. It’s just life. ✌️
6. Bonus: You’re doing something right
You only get unsubscribes when you’re actively showing up and sending emails - which means you’re doing the thing. And we’re clapping for you. 👏
The more visible you are, the more you’ll attract the right people and repel the wrong ones. That’s what good marketing does.
So, what should you do about unsubscribes?
Keep sending – One unsubscribe doesn’t mean you need to change everything.
Track patterns – If there’s a spike, check your content and see if anything stands out.
Refine your list regularly – Don’t wait for unsubscribes; consider re-engagement emails and list cleans every so often.
Don’t take it personally – Someone leaving your list doesn’t mean you’re bad at what you do.
And above all: remember that your emails are for the people who are still here.
Keep writing for them. Keep showing up. Keep sharing what makes your business special.
You’ve got this. Reach out if we can help!