Messages triggered by events, which only 13% of marketers currently send, represent the next era of email marketing. Because they're tailored to match customer needs, they can generate returns of up to three times their cost.

Go back to where your subscribers sign up for your lists, pretending that you are an end user coming to your site for the first time, and ask yourself “Given what I see here, what would *I* expect when I signed up for this mailing list?”

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Reducing the number of people who unsubscribe from your mailing list is one of the key ways to minimize list churn: learn why people leave, offer them other ways to remain in the relationship, and make the process a great customer experience.