Sometimes, people on your list just aren't that into you. And when that happens, the best thing to do is walk away.

It's hard. Some e-mail marketers I know have bonuses tied to the quantity of e-mail they send, rather than to its performance. So every e-mail address they stop mailing to is money out of their pockets.

Now there's another issue. Every nonresponsive e-mail address you continue to send to is a spam complaint waiting to happen. People are really fed up with getting e-mail they don't want. Spam has come to mean "any e-mail I don't want" or "any e-mail that annoys me" rather than "any e-mail I didn't opt in to receive."

It's not necessarily fair, but it's reality. A reality smart e-mail marketers accept and learn to live with.

Get the full story at ClickZ