dotdigital: Why unsubscribe matters more during the festive season

dotdigital just shared a new insightful blog:

The festive season is upon us and everyone is getting ready to send their best offers and campaigns to their databases.  During this time recipients are receiving a lot of emails as businesses try and reach large revenue goals. One of the common challenges during the holiday period is list churn. Recipients change their email addresses, report messages as spam, and unsubscribe. Interests change over time and something you would subscribe to five years ago is something you are no longer interested in. Some people just signed up to get a welcome reward, others might have found a better offer and some might have not got what they were expecting or received too many emails.  Ultimately, there are a lot of reasons why recipients unsubscribe. With the sheer amount of marketing emails in people’s inboxes respecting unsubscribes is more important than ever. Unsubscribes are great Yes, you read that right.…

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