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It’s Anna from Selzy — and last week, I lost some subscribers. Actually, I lose one or two every couple of weeks. But this time was different — my teammates said they hadn’t received the issue at all. While I’m still digging into what went wrong, it made me think… Can losing subscribers actually be a good thing? Short answer — yes. Why losing subscribers can be a win?
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Better engagement. Uninterested readers drag down your open and click rates. Letting them go boosts your metrics and campaign performance.
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Healthier sender reputation. Low engagement hurts your sender reputation — and risks landing you in spam. An unsubscribe is better than inbox silent death.
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Lower costs. Many ESPs charge based on list size, so smaller list = smaller bill.
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Telling feedback. Sometimes an unsubscribe tells you more than your open rate. A contact problem or a technical issue — no better time to fix strategy and kill bugs.
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But can you lose subscribers in the right way? Again — yes! Here is how:
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Make it easy to unsubscribe. Your unsubscribe link should always be visible — not just because it’s polite, but because it’s the law. With Selzy, it’s automatic, so you don’t have to think about that.
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Clean your list. Just remove inactive or suspicious contacts. Lucky for me, Selzy reminds you to do this every month — and lets you clean your list up in one click.
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Try re-engaging — then break up. Send a “Still with us?” email — the marketing version of a 2 am miss you text. If that doesn’t work, follow up with a clean break: “We heard you. You won’t hear from us again.”
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Be bold. Recently, I sent a small test email with the subject line: “This subject line was tested on a goldfish.” Some people found it fishy. But those 15% people who clicked open? We get each other.
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Subscriber loss is part of the game — and sometimes, it’s your list doing you a favor. Ever had a surprising unsubscribe moment? Hit reply — I’d love to hear it.
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