Unsubscribes from emails are one of those metrics bosses love to measure (and flip out over).
Don’t freak out too much about people unsubscribing from your list. Establish a baseline unsubscribe rate, and then just make sure it doesn’t get too high.
In fact, you should think seriously about actively unsubscribing anyone who’s been inactive* for 3 months or more.
Here’s why actively unsubscribing people from your list is good:
- You’ll get fewer spam complaints
- Your deliverability (number of emails hitting inboxes) will stay in good shape
- Your email performance should increase, since the people on your list actually want to be on there
And remember: sometimes unsubscribes – like complaints – can be a sign that your fundraising is kicking ass.
*By inactive, I mean people who haven’t even opened an email from you.