Omeda reposted this
On a call recently, a client asked me an interesting question. “A few people unsubscribe every time we send an email,” they said. “Is that normal, or is that something that happens just to us?” The good news, I told them, is that it happens to everyone. I used to write a newsletter at BuzzFeed called This Week in Cats, which had a 60%+ open rate — at a time in which being above 40% was rare — and we saw unsubscribes every week. (I still have no idea what those readers thought they were getting into.) If that newsletter lost readers every week, then every newsletter will lose readers. Don’t sweat the unsubscribes, friends. —— 📷 That’s a photo of an early edition of This Week in Cats, featuring that week’s cat of the week — a cat, with a white belly and brown and black striped fur, sitting upright and looking surprisingly sad. (And all credit for This Week in Cats goes to the great Jack Shepherd, who took a silly idea and made it into a great newsletter!)