Why Adam Sandler and I Don’t Sweat Opt-outs

Once upon a time, when I was an inexperienced email marketer, I would fret every opt-out. 

“They don’t want to receive my emails!? Oh nooooooo!!!!” I’d think.

(The horror ) 

I got over that a long time ago.

Now when someone leaves my list, I think…

“…My list just got better.” 

Smaller? Yes. But better, too. 

My goal: Build a list of subscribers who are delighted to hear from me. Subscribers who value me. Subscribers who look forward to receiving my emails. Subscribers who want more from me. 

Great marketers are not in the please-everybody-all-the-time business. Great marketers know some people will love you. Some people will hate you.

If you’re in the please-everybody, never-offend, play-it-down-the-middle business…

…if you adjust strategies and tactics every time you hear negative feedback…

…if you let outside crictics tell you what’s right…

…you may have fewer opt-outs…

…But you’ll have
a weaker list and
a feeble business.

That’s why I love the Adam Sandler quote I shared with you yesterday. Sandler said:

“I’ve been called a moron since I was about four. My father called me a moron. My grandfather said I was a moron. And a lot of times when I’m driving, I hear I’m a moron. I like being a moron.”

If they kept track of how many people opt-out from particular stars, Adam Sandler would probably hold the world record.

The list of people who hate his movies — and think he’s a moron — stretches from here to Uranus. 

And Adam Sandler likes it that way. 

Because the list of people who love his movies — and think he’s a genius — stretches from here to Pluto (that’s way longer than here-to-Uranus).

Adam Sandler does what Adam Sandler does. Sure, he adjusts. Sure he tweaks strategy and tactics. But…

…he doesn’t bow to the critics. 

If they hate his movies and opt-out, he doesn’t fret it because he knows he still has a long list of fans who are delighted to hear from him. 

That’s why he’s one of the most successful stars in Hollywood. That’s why he received the Mark Twain Prize for American Humor this month. 

Love him or hate him, we can all learn something from Adam Sandler. 

Speaking of building a list of followers who are delighted to hear from you…

…I’ll show you how to do that when I release my new program — Email Marketing Power. Coming soon. Stay tuned for details…

…or opt-out.