There it is—that little notification that someone unsubscribed from your list. Maybe you just hit send on a heartfelt email that you poured your energy into. Maybe it was full of value, a personal story, or a reminder about something you’re truly excited to share. You check the stats and see… someone opted out.
Cue that twinge in your chest, the voice in your head that whispers, Was it too much? Was I too much?
Let’s hit pause on that thought spiral.
Because friend? I’m here to remind you: unsubscribes are not the enemy.
You’re Not Alone in This
Someone I was working with recently told me how frustrating it was to send an email and instantly see people leave her list. And I get it. That initial reaction is so real. It can feel personal.
But here’s the shift I want you to take with you:
An unsubscribe isn’t rejection—it’s refinement.
It’s someone saying, “This isn’t for me right now.” And guess what? That’s okay. Because when you’re running a values-driven business and building a list that reflects your heart, you don’t need everyone. You need the right people.
The Positives Of Someone Unsubscribing
Here’s what happens when someone unsubscribes from your email list:
- Your open rates go up because your audience is more engaged
- Your click rates improve
- Your deliverability score stays healthy
- And most importantly? You get to serve a list full of humans who are actually excited to hear from you
Doesn’t that sound like a dream?
Think about it: every unsubscribe is one step closer to a more engaged, more aligned audience. It’s like pruning a plant. You’re not hurting it—you’re helping it grow stronger, healthier, more beautiful.
The Bigger Picture
When we cling to numbers—followers, subscribers, views—we forget the point of it all: connection.
You’re not building a business to reach the most people. You’re building a business to reach the right people. The ones who light up when your email lands in their inbox. The ones who hit reply to say “thank you.” The ones who buy, refer, and stick around.
Those are your people. And the more you show up as you, the easier it will be for them to find you.
So let them go. Let the unsubscribes unsubscribe. Let the unfollows unfollow.
Because when you stop trying to be for everyone, you start deeply serving someone.
A Gentle Reframe for the Next Time You Hit Send
The next time you send a piece of content—whether it’s an email, a post, or a story—and someone unfollows or unsubscribes?
Try saying this to yourself:
“I’m not here to be liked by everyone. I’m here to serve the people who need what I have.”
You are building something real. Something meaningful. Something built on values, truth, and intention.
And that kind of business? It doesn’t need to convince everyone. It needs to speak to the right people—and speak to them well.
Growth vs. Playing It Safe
If you’re building an email list, you really only have two options:
You can avoid sending emails altogether and never risk someone hitting that unsubscribe button… or you can keep showing up. Keep writing. Keep pressing send and curating a list of humans who are actually excited to hear from you.
And after growing my own list to over 106,000 subscribers, I can tell you this: email marketing is one of the most powerful, personal, and long-lasting ways to connect with your audience.
Sure, I used to feel the sting every time someone unsubscribed. But these days? I know better. I’d rather serve a smaller group who opens, reads, and responds than a massive list of people who never engage.
Unsubscribes don’t scare me anymore. I’m here for the people who are here for this. And I hope you’ll start looking at your list that way, too.
