***Retrieved from Archives*** First published on September 17th, 2010. Email marketers are busy people. Between management of email campaigns, working with agencies and dealing with the day-to-day business, we often forget things that should be done regularly in order to optimize our campaigns efficiency. Here’s how to stay up-to-date. Reserve 3 hours a week in your schedule for the maintenance of the email marketing program. Make sure to include this time in your “busy” schedule, otherwise you could be tempted to skip the job. Take this moment to do what you wish you had time to do during the week. Use those 3 hours per week to optimize or research those features: Special A/B testing, database clean-up, CAN-SPAM compliance updates, special reports, ROI results or other metrics, industry’s best practices, etc. Special A/B testing: If you are not yet doing any A/B testing in your regular schedule, this is the time to do it. Start with the basics, such as demographics or type of customers/members. If A/B testing is already part of your routine, then it’s time to try something new: try cross-data A/B testing, such as clients who a type of product in a select state or region, and see if you get different results. Database clean-up: I shouldn’t even mention it, because it’s so simple. Spare some time to remove those member who sends you an email […]