Why Consent is the Secret to a Sustainable Email List

You’ve added someone new to your email newsletter list (yahoo!), you send them a welcome email to introduce yourself, let them know what you’ll be sharing in future newsletters, and you even include a big unsubscribe button at the bottom. You care about consent and want to be respectful. 

But then, they actually use it. They unsubscribe. The email list you’ve been nurturing just got even smaller. It feels personal and a little discouraging. 

Let’s take a step back for a moment. Someone unsubscribing from your email list is not a failure. It’s just the beginning of something even better. 

Let me explain. 

Creating Clarity

When someone receives a welcome email that clearly walks through the purpose behind your email newsletter, they know they’re being invited into something greater than just another email list. You’ve set expectations and you’re giving them the CHOICE to stay or go. 

Those who want to hear from you will stick around. They’ve decided it’s worth their time. This makes it more likely that they’ll open your emails, click your links, and maybe even reply. 

The Small But Mighty List

My assumption is that many people resist asking for consent because they’re afraid of a small list or rejection or not growing quick enough. I’ve been guilty of all of these things. 

People say, “quality over quantity” for a reason. Your list may start out small, but it will be full of people who want to connect with you. 

Email newsletters are about more than just reaching people. I’ve said that your name showing up in their inbox is a win in itself and I stand by that. But if you can reach the right people, the ones that stayed when you gave them a choice to leave, you’ll truly make an impact. Many people on your list won’t buy or sell a house this year, but their co-worker or family member will. When they’re thinking about who to recommend, you’ll be the first name on their list.