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Some marketers freak out if they get too many unsubscribes.

And some will even follow up with each and every person who leaves their list…

I guess to beg them to come back?

It seems kinda obnoxious. And bad for business, too.

Because really, you should welcome unsubscribes.

In fact, do you remember the Total Bastard Airlines skit from SNL?


That should be your attitude when people unsubscribe…give ’em a big BUH-BYE.


Well, number one, they were never going to buy from you anyway.

If they’re annoyed that you’re selling them things, they were never. gonna. buy.

Best to just part ways…it wasn’t meant to be.

Also, while most of your subscribers are lovely people…

Prospects and customers who want to hear from you…

Some of them will zap your energy.

They complain that you’re sending too many emails…

They don’t like your subject line…

They want tons of free advice, or they ask for Skype calls to “pick your brain”…

These aren’t fans or real prospects or customers we’re talking about here…

So if they unsubscribe? You guessed it…BUH-BYE!

In fact, expert marketers will unsubscribe those people themselves.

They know that it saves time, money, and frustration to clean up their email lists.

Remember, your goal isn’t to make every email subscriber happy…

It’s only to serve your target audience.

And THAT is how you grow your list with more prospects, customers, and raving fans.


Blacksmith at Work by Derek Key http://tinyurl.com/nr9b5oe

This blacksmith just got a new email subscriber…


That’s what many new subscribers hear after signing up for a B2B email list.

And the thing is, those businesses are missing out on a HUGE opportunity.

After all, the subscriber is warmed up. They’re interested enough to let you into their overcrowded inbox.

But tomorrow? Tomorrow they may have forgotten all about you.

So, why aren’t more businesses carpe-ing the diem?

I wrote about this in-depth in a blog post for KISSmetrics. But to quickly summarize, the answer is usually fear.

Fear of coming off too sales-y.

Fear of annoying their new subscribers.

Fear of unsubscribes.

However, the thing to keep in mind is that your new subscribers WANT to hear from you.

If they don’t, it’s like that scene in The Dark Knight Rises…

The one where Catwoman basically does a superhero drive-by and kills Bane…

You know, anti-climatic.

Now, that’s not to say you should hit new subscribers over the head with a sales pitch. There’s definitely a right way and a wrong way to strike while the iron is hot.

First, set their expectations.

If you’re going to email them a series or an e-course, let them know that in the very first email.

And if you still get unsubscribes (and you probably will), realize that those are not your ideal customers. Better for you and for them that they leave your list now.

Then, for most B2B companies, the next step is an autoresponder.

The email autoresponder is a series of emails that will automatically go out after someone subscribes to your list. They go out on a predetermined schedule, so everything is automated.

The goal of these emails is to orient your new subscriber and to warm them up before you pitch a product, service, or sales call.

There’s a lot that goes into that, but the biggest tip is to make sure you’re providing value in these emails. Otherwise your subscribers will just see them as more noise in their inbox.

For more on this, check out my full article on the KISSmetrics blog:


WD-40 Your Sales Funnel

Disclaimer: Not for literal use on your sales funnel. CopySprout not responsible for damaged MacBooks.

To get prospects flowing through your sales funnel, you have to compel them to click.

However, there’s an evil force that’s working against you, and it’s often hard to spot…


Friction can take many forms, from an overly-busy landing page to multiple calls to action. It can be anything that slows down your prospects, or brings them to a screeching halt.

“The good news is that reducing friction is one of the most effective ways of increasing conversion. The bad news is that it can be difficult to spot sources of friction if you don’t know what to look for.”—Michael Aagard, ContentVerve

Here’s an email marketing example…

Last week I proposed a test to one of my clients. Previously, his subscribers would receive an email that directed them to a blog post. The blog post was a teaser for the newest course, and you have to be a paying member to view the courses.

Essentially, it went EMAIL>BLOG POST>SALES PAGE.

The test was really simple: Sell the course with the email only.

Don’t direct them to the blog post. Remove the extra step…the friction.

The result: We got more daily new members than we’ve had since a free trial promo we did a few months ago. And this was without any special offer.






The more friction you can remove in your systems and funnels, the easier you make it for your customers to answer your call to action.

Can you identify any steps you could remove to “WD-40” your sales cycle?