It’s tempting to put off the “unsexy” parts of email marketing...like list cleaning.

But here’s the thing: if your emails aren’t reaching the inbox, all the funnels, launches, and promos in the world won’t matter.

That’s why this week, we’re talking about ghost subscribers, unsubscribes, and how to protect your list before Q4 hits.

🎧 NEW EPISODE

Stop Letting Ghost Subscribers Tank Your Sales

Let’s be honest. Cleaning your email list probably isn’t at the top of your to-do list. But if you’re gearing up for a big Q4 push, it needs to be.

In episode #233 of the Creator's MBA podcast, I’m breaking down:

• Why inactive subscribers are secretly costing you money
• The 5 biggest myths about email list cleaning
• The simple 3-email re-engagement sequence that works like magic
• A pre-workshop challenge you can try today for a quick win

You’ll also get a behind-the-scenes look at the exact “Wake the Dead” system I’m using in my own business to boost deliverability and open rates.

If you’ve been meaning to give your list some TLC, this episode will show you a simple way to start—without overcomplicating things.

🎙️Listen in here: Website, Apple Podcasts, Spotify, and YouTube.

If you’ve been meaning to give your list some TLC, this episode will show you a simple way to start, without overcomplicating things.

📅 UPCOMING LIVE WORKSHOP: THE "WAKE THE DEAD" SYSTEM

Is your email list full of ghosts? 👻

Before Black Friday hits, it’s time to re-engage cold subscribers so your best promos actually reach the inbox.

In this hands-on workshop, you’ll learn how to:

• Identify and segment inactive subscribers
• Tag and track cold contacts (without losing buyers)
• Send a proven 3-email re-engagement sequence (swipe file included)
• Decide who stays, who goes and boost deliverability
• Protect your sender reputation and lift open rates before holiday promos

What’s included:

• Live training
• Lifetime replay access
• Swipe files + templates

Co-taught with Email Strategist Bev Feldman, the expert I hired to set this system up in my own business.

👉 Get your workshop pass for $79 » (use coupon code GHOST for 30% off)

👉 Or join Newsletter Profit Club and get it free (plus access to every monthly workshop + private support podcast)

⚡ QUICK TIP

If you’re cleaning your list, unsubscribes will go up.

And heading into Q4, they spike naturally (Jay Schwedelson says 200%+ higher).

That’s not a bad thing, it’s your list self-pruning down to the people who actually want to hear from you.

Instead of panicking, think of unsubscribes as a sign that your best subscribers are moving closer to be your next customer.

🎧 Want to hear why Q4 always brings unsubscribe spikes (and why you shouldn’t worry)?

Check out Jay Schwedelson’s fun episode on the Do This, Not That podcast here: Stop Freaking Out Over Unsubscribes 🚫​

🔖 BOOKMARK WORTHY STRATEGY

Sponsored posts are a smart way to monetize a newsletter. But here’s the challenge: the moment readers see “Sponsored,” they usually tune out.

Recently, Ann Handley showed a brilliant way around this in her newsletter, Total Annarchy.

She used a “Pop Quiz” at the top of her email. It was short, fun, and curiosity-driven.

She didn’t reveal the answer right away. Instead, she wove it into her regular content.

By the time the sponsored section appeared, I wanted to see the answer…and the sponsor (Stockpress) was positioned as the solution.

Why it worked:

• Curiosity gap: our brains crave closure, so we keep reading.
• Pattern interrupt: a playful quiz breaks the scroll.
• Reader-centric framing: the quiz was about me as a marketer, not the sponsor.
• Story arc: the ad became the payoff, not an interruption.

💡 Try this in your own newsletter:

• Start with a quiz or poll your readers can’t resist.
• Save the answer for later — where the sponsor naturally fits.
• Keep it fun, conversational, and aligned with your brand voice.

When done right, a sponsored post doesn’t feel like an ad at all. It feels like the most satisfying part of the story.

👉 Read the full post here to see screenshots, why it worked, and how you can use the same trick to get results for your newsletter sponsors.

Keeping your list clean doesn’t just improve deliverability. It makes every funnel and promo you run more profitable. (Hint: that’s exactly where we’re headed next week.)

So, whether you’re boosting opens with a “Wake the Dead” campaign, reframing unsubscribes as a good thing, or borrowing Ann Handley’s sponsored content trick, remember: a healthy list = more sales with less stress.

See you next week, when we’ll dive into evergreen funnels and how to make them work without feeling like you’re starting from zero each month.

Destini

Business Growth Coach & Graduate Marketing Professor

Host, Creator’s MBA Podcast

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P.S. Buried in busywork? My friend Anno Torr built the Business UnJammer GPT to help you spot bottlenecks and streamline your systems. It gives you a 6-step plan to cut wasted time, simplify your tools, and unlock momentum with smoother workflows.

👉 Get it free here​

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Dr. Destini Copp Certified Business Growth Coach for Digital Product Entrepreneurs