SUMMARY: This is definitely a must-read for everyone sending email - whether you are a marketer or a publisher. Yes, the results also apply to B-to-B. Includes:
Consumers only want to be on 16 lists at a time
The "unsubscribe" myth exposed - why you should worry
Best and worst offers to get new names for your list
How to keep names loyal to your email
P.S. Yes, this story is a Sherpa exclusive!