Marketers naturally focus on their KPIs when evaluating and optimizing their campaigns. Negative metrics like Unsubscribes, Spam Complaints, or simple long-term non-engagement, are often pushed to the back burner. Who wants to spend time looking at all the ‘bad’ results? But, relegating negative marketing signals to the trash heap means ignoring a wealth of audience behavior intelligence that can be used to optimize future campaigns.

In this session, we will discuss specific ways to leverage negative marketing signals to more effectively enhance the performance of your email program.