🚫 High Unsubscribes? One Change Can Help

Hey, it’s Ray.

We need to talk about that sinking feeling.

You send out a campaign you’re proud of. 

You watch the opens and clicks come in… but then you see the other number.

The unsubscribes.

Each one feels like a small rejection. 

And when they add up? 

It feels like your list is a leaky bucket.

So what’s the real problem?

Is your content bad? 

Are you emailing too much? 

Too little?

While those things can play a role, the real issue is often much simpler. 

And it comes down to one fundamental change.

Here’s what I mean.

The Real Reason People Unsubscribe

Sure, some people leave because they’re no longer interested. 

That’s normal.

But a steady stream of unsubscribes points to something deeper:

A mismatch between expectation and reality.

Think about it. 

Someone signed up for a reason. 

They expected something specific, a certain type of content, a particular frequency, a specific value proposition.

When they unsubscribe, it’s not because they hate you. 

It’s because you delivered something else.

Here’s why fixing this matters:

• It keeps your hard-won leads on your list: You paid to acquire them; don't lose them to a simple disconnect.

• It boosts your overall engagement: A list of people who want to be there is a list that clicks and converts.

• It improves your sender reputation: Internet Service Providers see low unsubscribes as a sign of a healthy, valued sender.

The one change you need to make?

Align your email strategy with the original promise you made.

Let me show you how to do it.

The 3-Step Expectation Alignment Plan

This isn't about guesswork. 

It’s about being intentional and transparent from the very beginning.

Step 1: Audit Your Signup Sources

First, you need to understand the promise you’re making at every entry point. 

Go back and look at where your subscribers come from.

• Website Pop-Up: What does it say? "Get 10% off your first order"? Or "Join our newsletter for weekly tips"? These are two very different promises.

• Lead Magnet: If they downloaded a guide on "5 Vegan Dinner Recipes," they expect more about vegan cooking, not necessarily daily product promotions.

• Post-Purchase Checkbox: A customer who checks a box to get "order updates and offers" has a different expectation than someone who actively signs up for a content newsletter.

Identify the promise at each source. 

This is your foundation.

Step 2: Segment Your List by Subscriber Intent

Now that you know the initial promise, use it to segment your audience. 

Don't lump everyone into one "newsletter" bucket.

Create segments based on their original intent:

Segment A: The "Discount Seekers"

• Source: 10% off pop-up

• What they expect: Deals, promotions, new product alerts.

Segment B: The "Learners"

• Source: Downloaded a guide or checklist.

• What they expect: Educational content, how-to guides, valuable tips.

Segment C: The "Brand Fans"

• Source: Organically signed up from your footer or about page.

• What they expect: A mix of content, brand stories, and offers.

Step 3: Tailor Your Content to Match the Segment

This is where the magic happens. 

Instead of blasting everyone with the same message, you send relevant content to each segment.

1. For Discount Seekers: It’s okay to send them more frequent promotional emails. That’s what they signed up for.

2. For Learners: Send them your best blog posts, tutorials, and case studies. Weave in products as a solution, don't lead with them.

3. For Brand Fans: Send them everything, but maintain a healthy balance. They are your most engaged, so treat them like VIPs.

A simple welcome email can even ask new subscribers what they want to see, allowing them to self-select the content they receive.

What NOT to Do

❌Don't bait and switch: Don’t promise a free guide and then only send hard-sell promotions.

❌Don't treat everyone the same: A one-size-fits-all strategy is a recipe for unsubscribes.

❌Don't make unsubscribing difficult: It frustrates users and can lead to them marking you as spam, which is far worse.

✅ What to Do Instead

✔️ Audit your signup forms to understand the promises you're making. 

✔️ Segment your list based on the subscriber's original intent. 

✔️ Tailor your email content and frequency to meet those expectations. 

✔️ Give subscribers options to manage their preferences (e.g., receive fewer emails or only specific types).

When you respect the original handshake you made with a subscriber, you don’t have to worry about them leaving.

You’re not just sending emails; you're continuing a conversation they asked to be a part of.

Keep the promise. 

Keep the subscriber.

Talk soon, 

Raymond Chen 

Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: 

📝 5 Email Loyalty Marketing Programs That Drive Repeat Business
Many brands struggle to turn one-time buyers into loyal customers.

We’ve put together 5 proven email loyalty programs that encourage repeat purchases and build long-term relationships with your customers. Want to see the programs that actually work? 👉 Check out the full list here: 5 Email Loyalty Marketing Programs That Drive Repeat Business

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.