When Someone Unsubscribes: Navigating the Sting as a Business Owner

As a business owner, especially in a personal field like wellness, coaching, or online marketing, your email list is more than just a collection of names. It represents a community, a connection, and the trust people have placed in you. That’s why it can feel like a gut punch when you see someone—especially a former client or student—unsubscribe from your emails. It’s as if they’re saying, “I don’t want to hear from you anymore.” And let’s be honest, that hurts.

But here’s the truth: email unsubscribes are inevitable. No business, no matter how beloved, is immune. Still, knowing that doesn’t always soften the emotional blow. So, how do you move past the sting and protect your own feelings while continuing to show up for the people who do want to hear from you? Here are five strategies to help:

1. Remember, an Unsubscribe is Not Personal

It feels personal, but in most cases, it isn’t. People unsubscribe for all kinds of reasons—too many emails, shifting interests, or a change in their financial situation. It doesn’t mean they don’t respect you or value what you offer. Instead of seeing it as rejection, try to view it as part of the natural ebb and flow of business relationships.

2. Focus on Your Engaged Email List Subscribers

For every person who unsubscribes, there are many others who stay. These are the people who genuinely appreciate your work and want to hear from you. Direct your energy toward them. Engage with those who open your emails, respond to your content, and show up for your offerings.

3. Reframe the Narrative: Unsubscribes Create Space for the Right Audience

Rather than interpreting an email list unsubscribe as a loss, see it as making space for the right people. When someone leaves your list, they’re making room for new subscribers who are aligned with your current message, values, and services. This shift in mindset can turn disappointment into empowerment.

4. Give Yourself a Time Limit to Feel the Disappointment if the Unsubscribe

Allow yourself a moment to acknowledge the sting—but don’t dwell. Set a timer for five or ten minutes, let yourself feel the disappointment, and then move on. Holding onto that negativity for too long drains your energy and distracts you from your purpose.

5. Practice Self-Compassion & Reflect on Your Business Growth

Running a business requires resilience, but that doesn’t mean you have to suppress your emotions. Remind yourself why you do this work in the first place. Look at positive testimonials, heartfelt messages from clients, or even journal about the lives you’ve impacted. Your worth isn’t measured by an unsubscribe count.

Final Thoughts: How to Deal with Email Unsubscribes as a Business Owner

At the end of the day, an unsubscribe isn’t a reflection of your value. It’s just part of doing business in the digital world. Keep showing up, keep sharing your gifts, and trust that the right people will continue to stay connected.

Have you ever felt the sting of an unsubscribe? How do you handle it? Share your thoughts in the comments!