**DO NOT, I repeat DO NOT check who unsubscribes to your emails.
​
The other day I didn't take my own advice and I checked...
​
Cue instant regret.
​
A long-time client-turned-friend had unsubscribed.
And oooweee, it stung.
​
(Honestly, I'm a tad embarrassed to admit that but I know I'm not the only one who has reacted to an unsubscribe like it's a break-up.)
​
If you have one of those days when your curiosity gets the best of you and you check to see who opted out of hearing from you and your findings make you feel bad...
​
First, shake it off (literally shake shake shake to regulate your nervous system—just like the doggos do.)
​
Second, remind your ego that unsubscribes are actually GOOD for you.
It's true.
​
1) They keep your list healthy - Fewer unengaged subscribers = better deliverability.
​
2) They save you money - Most email platforms charge by subscriber count—why pay for people who’ll never open?
​
3) They give you more accurate data - Your open and click rates become a truer reflection of what’s working.
​
4) They give you valuable info - Patterns in unsubscribes can help you fine-tune your messaging.
​
Another thing that helps is reminding yourself that unsubscribes are not a reflection of your worthiness.
​
​
Yours truly,
A highly sensitive marketer
​
​
**I do think there is value in seeing where unsubscribers originally subscribed from. For example, I've noticed that most of my unsubscribes are from people who came through Kit’s Creator Recommendations. This is helpful to know because now I can solve for that (ex. by making a trust-building welcome sequence specifically for those who subscribed via Creator Recommendations). But if you're sensitive to these things, just be prepared to feel the sting, depending on your findings. And when you do, regulate and remember the above 4.
​
​
P.S. In the comments, I left a list of potential reasons for unsubscribes that aren't personal and highly likely. And others have added a few of their own.
​
​
P.P.S. If you want to unsubscribe from my newsletter, don't let this email stop you. I won't be checking. 😉