If it’s been more than a year since you took a good, hard look at your email template, metrics, reports or design close the door, shut off the phone and schedule a check up. Too often marketers spend time and resources setting up their e-mail marketing programs and forget that they need a little TLC (testing, list management, and cleansing) to function properly.
Here are five things to include in your check up.
Cleanse the code – review and clean-up the HTML code in your message template. This is especially important if more than one person uses the account. Small changes can flag spam filters and cause formatting issues that discourage recipients from opening it.
Remove inactive contacts – keep distribution lists clean and manageable by analyzing and possibly removing inactive contacts. Try to find out why they’re not reading your message and brainstorm ways to grab their attention.
Test the...

