“Subscriber churn, people moving on, is just part of emailing. Especially if you use Substack’s direct email function. It’s not personal. If it is personal, they’re not your right people for right now - they’re just not.”

The post I mentioned…

Ai Summary

This is an impromptu live stream recorded during an evening dog walk in rural Northumberland. Claire shares her thoughts on email unsubscribes, prompted by being mid-launch with a 50% off anniversary sale.

Her core message is that unsubscribes are a normal, healthy part of email marketing — not a personal rejection. She’s been writing newsletters since 2017 (starting with MailChimp, moving to Substack in 2022) and reflects on how four years of mindset and nervous system work have helped her feel completely calm about subscriber churn during this launch for the first time.

She also touches on the practical mechanics of Substack’s direct email function, the importance of regularly bringing new members into a community (not just for revenue but so existing members have people to connect with), and her enthusiasm for long-form writing over performance-driven social content. She wraps up with a gentle nudge to invite replies and build real connections with readers.

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