Brace yourself: email unsubscribes are not necessarily bad.
That may seem counter-intuitive. After all, isn’t list size one of the key metrics we’re supposed to report up to senior management? Aren’t we always looking for more and more subscribers? Isn’t list growth a key measure of how well our advertising, marketing and content are performing?
The truth is, list size is a false metric. You may have to explain this to your boss. The exception would be for businesses who derive revenue based on CPM advertising within, or sponsorship of, their email. But, for most organizations, there are more important goals of engagement and corresponding KPIs.
Here are five examples of the benefits of losing subscribers, and what you can learn from those who opt out:
1. A bloated list of disengaged subscribers messes up your email performance metrics.
Those who are truly disengage… Read More