According to Ben Settle, Contrary to what the mush cookie marketers think:
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Email opt outs are not bad.
They’re good. Sometimes very good. And there are practical, financial, and profitable reasons for this I’ve covered (just go to my blog and type in “unsubscribes” in the search box) — making each unsubscribe you get an event to be celebrated, not wept over.
There’s also a mental side to this.
Are you worried you lost a subscriber? Then you need to adjust that sad sack attitude of yours and start realizing the value you bring to your market.
Here’s my attitude:
When someone opts out, I didn’t lose a subscriber.
A subscriber lost me.
They, on the other hand, have lost an ongoing free education on email marketing, copywriting, sales, persuasion, etc.
What have I lost if someone leaves?
Frankly I often remove people without them knowing. My list is constantly on “probation”. You step out of line, you make one false move, or start getting pissy with me, you’re outta here. And don’t think you’re the first.
Ever see “Fast Times At Ridgemont High”?
It describes “the attitude”:
“The attitude dictates that you don’t care
whether she comes, stays, lays, or prays.
I mean whatever happens,
your toes are still tappin’.
Now when you got that, then you have the attitude.”
That’s the way to look at your list.
Yes, you want to really help the people on it.
Yes, you want to grow it.
And, yes, you want to sell to it.
But whether it grows, stays, lays or pays your feet are tappin’.
That’s the attitude to have.
And you know what?
It comes naturally from using my system.
When you email daily.
And, when you see the results.
Those are from my email mentor Ben Settle.