Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

I'm excited for today's episode of do this, not that.

Today, we're talking about unsubscribes.

Unsubs. But what we're really talking about is the way unsubscribes are good, not bad.

That's right.

I think unsubscribes from your email campaigns are a win and not a loss.

Now, let me explain what we're talking about when we talk about unsubscribes.

I don't care if you're a business marketer or a consumer marketer.

When you send out an email campaign, you get unsubscribes.

People click on the link, take me off

the list. I don't want to be on here anymore. I unsubscribe. You also sometimes get the nasty gram.

Why you send this to me, I never asked for this. They forget they opted in. This thing's probably

illegal, which it's not. And they say you're a horrible person and all these different

things. Now, most marketers track their unsubscribes and they do the opposite of what they should

be doing. What happens is they'll send out a campaign and then they'll get back more unsubscribes

than what they normally get back on previous campaigns.

And what they do is they react to, oh, no, we're getting a lot more unsubs.

We're sending out too much email or we sent out something that annoyed people.

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