Email marketing: managing the ‘emotionally unsubscribed’

by Graham Charlton
One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications. As email has matured as a channel, so has the way people interact with it. Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’.Read the full article