http://www.brightinbound.com.au - Unfortunately, humans are for the large part, wired for negativity. Executive coach and motivational speaker Ray Williams attests to this, noting "the capacity to emphasise the negative rather than the positive has probably been an evolutionary phenomenon. From our earliest beginnings, being aware of and avoiding danger has been a critical survival skill."

So it's only human nature that when we send out an email to our subscriber lists, we naturally focus on the 0.9% unsubscribe rate, rather than the 10+% click-through rate (which is quite exceptional for most company sizes and industries)