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Getting your customers’ attention over email is more challenging than ever, especially with some Gmail users who relegate any marketing messages to their Promotions tab. The solution is not to overwhelm your subscribers with a barrage of email. Instead, be thoughtful about your messaging, and make it worthwhile for customers to open your email. Send special offers to select groups of your subscribers, plus email-only deals that you’re not also listing on social media or your website. If they know that they’re getting something special, shoppers are more likely to open your email — and less likely to unsubscribe.