Why Unsubscribes Are Good For Your Brand

Hey, it's Jordan from the Email Intel Newsletter.

You know that sinking feeling when you see your unsubscribe numbers ticking up?

It’s natural to feel like it’s a hit to your list growth, but let me flip the script for a second—unsubscribes might actually be helping your email strategy.

Let me explain.

Not everyone on your list is going to be a perfect fit for your brand.

And that’s okay.

The real problem? Keeping people on your list who don’t want to be there.

Here’s why letting them go might be the smartest move you make:

1. Better Engagement, Better Deliverability

When uninterested subscribers leave, your engagement rates (opens, clicks) naturally rise.

And guess what happens when your engagement rates go up?

Inbox providers start seeing your emails as more relevant and important—meaning better deliverability.

You’ll land in more primary inboxes, not spam.

2. Focused Attention on the Right Audience

The people who stay? Those are your ideal customers.

They’re the ones who are opening, clicking, and engaging with your brand.

By letting uninterested people go, you free up more time and energy to focus on serving the people who actually care and buy.

3. Unsubscribes Give You Data

Tracking your unsubscribes can give you valuable insights.

Did you see a spike in unsubscribes after a specific campaign?

That’s a clue. Maybe the messaging was off, or the offer wasn’t compelling.

Use unsubscribes as a feedback loop to fine-tune your messaging and strategy.

4. It Saves You Money

If you’re paying for your email service based on the size of your list, keeping uninterested subscribers around is literally costing you money.

Why pay to email people who will never open or convert?

By trimming the fat, you’re reducing costs while improving the quality of your list.

Bottom line: 

Unsubscribes aren’t the enemy. They’re part of keeping your list lean, engaged, and effective.

Don’t stress about losing a few people—it’s all part of the process of building a loyal audience.

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »