EP 78: The unsubscribe paradox every marketer gets wrong

Send It! · with Jimmy Kim & Chase Dimond · April 28, 2026 · 27 min

Summary

This episode challenges the conventional wisdom around email unsubscribes, arguing that marketers often misinterpret their meaning and mishandle the process. It provides actionable strategies to re-engage subscribers on their way out, turning potential losses into opportunities for retention and deeper customer understanding. Ecommerce operators will learn how to leverage unsubscribe pages to collect valuable feedback, offer alternative communication channels, and ultimately improve LTV.

Key takeaways

• Implement a multi-option unsubscribe page that allows subscribers to choose preferences (e.g., less frequent emails, specific content) instead of a full opt-out.
• Utilize the unsubscribe process as a data collection point to understand why customers are leaving and what content they value.
• Offer alternative communication channels (e.g., SMS, social media, direct mail) on the unsubscribe page to retain a connection with customers who prefer not to receive emails.
• Segment your audience based on unsubscribe choices to tailor future communications and improve engagement for those who choose to stay.
• Analyze unsubscribe reasons to identify broader content or frequency issues in your email strategy and make data-driven adjustments.

Themes

Topics covered

Episode description

A 0.1% unsubscribe rate isn't the flex most marketers think it is.In this episode of Send It, Jimmy Kim and Chase Dimond take on one of the most misunderstood metrics in email marketing and make the case that obsessing over unsubscribes is quietly making your program worse. They walk through why playing it safe produces generic content, how a low unsubscribe rate can actually be a warning sign, and why the healthiest email programs are the ones willing to lose a few people every week. This one is a mindset reset for anyone who's ever flinched at an unsubscribe notification.EP 78: The unsubscribe paradox every marketer gets wrongHere's what they cover:- Why marketers are psychologically wired to fear unsubscribes- The difference between list size as a vanity metric & list quality as a revenue driver- What a healthy unsubscribe rate actually looks like in context- When unsubscribes are a signal you're doing something right- The three scenarios where an unsubscribe spike is a feature, not a bug- Four metrics that matter more than your unsubscribe rate- The benchmarks for when to celebrate, when to investigate, and when to panicThank you our friends at Omnisend, Inboox and eCom Email Certified for sponsoring the podcast!Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. Use code: SENDIT! for $300 OFF https://www.ecomemailcertified.com/Explore Inboox.ai, the AI-powered database of 1M+ real ecommerce

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Frequently asked about this episode

What does this episode say about email & sms?

Implement a multi-option unsubscribe page that allows subscribers to choose preferences (e.g., less frequent emails, specific content) instead of a full opt-out.

What does this episode say about customer retention?

Utilize the unsubscribe process as a data collection point to understand why customers are leaving and what content they value.

What does this episode say about conversion & cro?

Offer alternative communication channels (e.g., SMS, social media, direct mail) on the unsubscribe page to retain a connection with customers who prefer not to receive emails.

What does this episode say about email & sms?

Segment your audience based on unsubscribe choices to tailor future communications and improve engagement for those who choose to stay.

What does this episode say about email & sms?

Analyze unsubscribe reasons to identify broader content or frequency issues in your email strategy and make data-driven adjustments.

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