How to Avoid the Hidden Costs of Email

When email marketing first got its start, it seemed like the sky was the limit. It seemed simple -- the more messages sent, the greater the gain. However, marketers have realized there are hidden costs to email when customers opt-out, preventing businesses from sending relevant marketing emails to those customers in the future and ultimately hurting the bottom line of the business. When customers opt-out, we can't talk to them; and when we can't talk to them, it's a pretty one-sided relationship.

"Less is more" has helped some organizations actually increase profitability and realize that email, like data, requires governance to get it right. It requires careful consideration of the hidden costs of email marketing, measurement of the effectual repercussions of opt-out, and proper action to restore email to its former value...