Email marketing to the house list is our most effective channel at Cross-Cultural Solutions. Shortly after arriving on the job, I dug into this effort and worked with internal marketing staff to implement optimal timing, testing and tracking of emails, further improving results. I identified a large number of unsubscribes attributed to a single opt-out method: "all or nothing". I built a project allowing recipients to select email preferences and liaisoned closely with our IT team and Exact Target (our email marketing vendor) to implement. Our leads were happy to choose only specific emails of interest and the end result was 25%+ fewer unsubscribes.