One of the things I need to find a better way to communicate to clients is that, every time they send an email to their list, they are going to get some unsubscribes. It’s not necessarily a bad thing and doesn’t mean your list can’t be growing overall. A person may no longer be interested. Or they’ve left that job (and therefore email address) and it gets removed for a hard bounce. But, it’s always a balance between getting your message out to people and not wearing out your welcome. The lens I like to look at a potential email “blast” (as clients like to call them) is: is this important enough to lose subscribers over? But I struggle sometimes to help clients understand that sending the same email out three or four times is counterproductive.