Shrinkage is Good

No, don’t go there. The shrinkage I’m talking about today refers to the size of our internal contact list.

And in terms of our contact list, shrinkage is good… sometimes…

You may have been a recipient of the email I sent out yesterday. The subject line was, “You Are Invited to Unsubscribe.”

Yes, I was inviting people to unsubscribe from our contact list. Why?

Quantity does not necessarily mean quality.

Shrinkage is GoodSpeaking to small business owners about Infusionsoft (and many other email marketing tools), many have the preconceived notion that their contact list is not large enough to need/use Infusionsoft. How many is “not big enough”? 200-2,000 contacts.


How many people does it take to get one, highly qualified prospect?


If your marketing message is clear and your contact list is segmented (targeted) per the contact’s specific needs/expectations, you will have a MUCH higher rate of success converting your contacts into regular clients/customers.

So why do I say, “Shrinkage is Good”?

The needs and expectations of people change over time. Rather than send emails to recipients and have them get annoyed because they didn’t want them (anymore), I would rather remind the recipient that they have the option to unsubscribe. Unsubscribing also provides them a way to opt-out while avoiding being classified as SPAM.

Along with giving our subscribers the option to unsubscribe, I also provided them a list of newsletter topics to choose from in the way of a web form. (See a similar web form created just for you here.) Now subscribers can choose exactly which topics they would like to receive newsletters about. This ranges from notification about new blog posts to any regarding our areas of specialty (business consulting, Infusionsoft, graphic design, social media marketing, etc.)

Before you send out your next email blast, remember the title of this article: Shrinkage is Good. Give your current subscribers the opportunity to unsubscribe or re-evaluate their subscription preferences straight away and your good deed could be rewarded.


Kim SuttonKim Sutton is the Managing Partner and Chief Everything Officer of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios.  She is a graduate of The School of the Art Institute of Chicago where she earned her Bachelor’s Degree in Interior Architecture.

An avid reader and passionate learner, Kim is constantly researching, studying and developing business improvement strategies. When it comes to client work, Kim especially enjoys helping her clients develop innovative marketing strategies and sales funnels, particularly when they are using Infusionsoft to automate all the heavy lifting. To find out how you can further develop your company’s marketing and automation strategies schedule a 1-hour Business Boost Strategy Session by clicking here.

In her free-time, Kim cherishes the time she gets to spend with her husband, Dave (her business partner), and five children. She also enjoys reading, knitting, writing and playing video games.

Get a copy of Kim’s FREE guide, “10 Top Tools for Small Businesses” by clicking here.


About Kim Sutton

Kim is the CEO of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios. She is married to her best friend and soul mate, Dave, and together they have six children.
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