Other important keys in email marketing are frequency. Although some subscribers would love to get daily updates, it might mean noise to others. In fact, reasons like "too many emails" would actually be a great opportunity for companies to reassess the frequency of emailing and track unsubscribe reasons.

Where subscribers really would want an ideal solution is providing a preference center that lets them state their desired e-mail frequency. Many subscribers wanting fewer e-mails won't unsubscribe but will ask for lower frequencies. By giving options to get it every week, biweekly, or once a month, for example, marketers can accommodate the needs in various ways and retain subscribers from opting out due to message fatigue.

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