Forrester analyst and former big agency ad guy Jim Nail told email marketing conference goers that their medium has peaked. He cited research showing that growth in email lists has stopped and that unsubscribed consumers are unlikely to do so in the future. He also pointed to increased junk email fatigue tamping down the supply side of email lists, with the root cause being "permission profligacy," or the weasely interpretation of certain online actions as implicit permission for future email marketing.