Unfortunately, not all recipients will respond positively to your campaign. Some will decide they don’t want to hear from you again.

Customers unsubscribe if the messages don’t meet their expectations, come too frequently, or no longer suit their needs. For example, a former conference planner who has changed careers may not be interested in receiving "Trade Shows Today" anymore.

What to watch for: When you get a higher than usual number of unsubscribes, it may indicate that a campaign has crossed a line with some recipients. At that point, you may need to target those recipients differently, less frequently, or rethink your campaign strategy.

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