So before you say "No, losing subscribers is bad and you're drunk so go home", here me out. I am by no means saying TRY TO LOSE subscribers, but instead to look at the larger picture when you are losing email subscribers and try to determine the reasons behind them and what you can take out of that.
Whether personally or from a business perspective we all have thought about "Oh, I don't want to be online! It can hurt my reputation!" Especially for small businesses, one small mistaken review of your business can hurt in a big way. The way new review sites are popping up seemingly everywhere, small business owners usually panic with the power their consumers are given for voicing their opinion about their business.
We always mention to clients that your website should be a reflection of the evolving changes of your business. Show your customers and audience that you are constantly trying new things and developing as a stronger business. Your website is a perfect opportunity to reflect those changes of your small business.