The Email Sound Booth with Liz Wilcox Episode 87: I Emailed a Sale and They Unsubscribed. What Now? Release Date: February 4, 2025
Introduction
In Episode 87 of The Email Sound Booth, Liz Wilcox addresses a common challenge faced by online business owners: experiencing an increase in email unsubscribes after sending out a sales email. Drawing inspiration from a listener's email, Liz provides actionable strategies to navigate this situation effectively and turn it into an opportunity for growth.
1. Embrace Unsubscribes as a Natural Part of Selling
Liz begins by reinforcing that experiencing unsubscribes after sending sales emails is both expected and beneficial for your business.
"The more you sell, the more unsubscribes you are going to get. But guess what? This is a good thing."
— Liz Wilcox [02:15]
She emphasizes that unsubscribes help in "letting the dead weight drop off," allowing you to focus your efforts on a more engaged and profitable audience. By accepting that not everyone will be a perfect fit, you can maintain a healthier and more responsive email list.
2. Keep Selling Without Pleasing Everyone
Continuing from the previous point, Liz advises business owners to persist with their sales efforts despite the rise in unsubscribes.
"It is not your job as a business owner to please everyone. It is your job as a business owner to find and serve the people that need what you sell."
— Liz Wilcox [05:40]
She likens the process to dating, explaining that not every connection will lead to a lasting relationship. By maintaining focus on those who do engage, you ensure that your energy and resources are directed towards customers who truly value your offerings.
3. Optimize Your Welcome Sequence
Liz highlights the importance of setting clear expectations from the outset through your welcome email sequence.
"Make sure they know you are going to sell to them. Make sure they know you are an actual business with real solutions that, yeah, cost money."
— Liz Wilcox [09:10]
She suggests incorporating a statement within the welcome sequence that communicates your intention to offer both free and paid products. This transparency helps mitigate surprise unsubscribes when sales emails are eventually sent, as subscribers are already aware of the forthcoming offers.
4. Implement a Tripwire Strategy
To further align subscriber expectations, Liz recommends introducing a tripwire—a low-cost or heavily discounted product offered immediately after someone subscribes.
"A tripwire is a short sales page for a heavily discounted product immediately after someone subscribes to your newsletter."
— Liz Wilcox [13:25]
This approach not only confirms the business’s intent to sell but also primes subscribers for future offers. By presenting value upfront at a minimal cost, you establish trust and reduce the likelihood of unsubscribes when subsequent sales emails are sent.
5. Prioritize List Growth
Acknowledging that selling will invariably lead to some unsubscribes, Liz underscores the necessity of consistently growing your email list.
"Growing your email list should be your number one priority because, yeah, every time you sell, and I hope you sell a lot, people are going to unsubscribe."
— Liz Wilcox [17:50]
She draws an analogy to refueling a car, explaining that just as you need to keep adding gas to keep driving, you must continually add new subscribers to sustain and grow your business. Focusing on list building ensures that the natural attrition from unsubscribes is offset, maintaining a robust and engaged audience.
Conclusion
In this insightful episode, Liz Wilcox provides a comprehensive framework for handling unsubscribes resulting from sales emails. Her key recommendations include:
- Embrace Unsubscribes: Recognize them as a natural and positive part of refining your audience.
- Continue Selling: Focus on serving your ideal customers rather than trying to please everyone.
- Optimize Welcome Sequences: Set clear expectations about future sales to reduce surprise and dissatisfaction.
- Use Tripwires: Implement low-cost offers early to align subscriber expectations.
- Focus on List Growth: Maintain and expand your email list to compensate for inevitable unsubscribes.
By adopting these strategies, business owners can transform the challenge of unsubscribes into an opportunity for building a more engaged and profitable email list.
For more insights on list building and effective email marketing strategies, consider exploring Liz Wilcox's resources and workshops available in the show notes.