The E-mail Exposure ‘Ceiling’: Ways to Measure and Make it Work

In the case of the travel company, that firm tested five e-mail campaigns and determined that the revenue and brand awareness generated by four e-mails outweighed the cost of sending them and the slight uptick in unsubscribes. But the costs for the fifth campaign, including the unsubscribes surpassing the 1 percent mark, were greater than any benefits and not worth the negative net effect, Kapur says.