This was first published in the No Best Practices newsletter on 5.16.21.
What follows is hard-won advice on how to audit and optimize an existing email marketing program.
I’m framing this from the perspective of a new Email Marketing Manager or Director who is about to inherit an existing program with some history. But the underlying concepts are still meaningful if you’re just getting started.
I have used these strategies as part of brand turnaround and repositioning efforts. This advice has been pressure-tested in multiple challenging environments. Let’s begin…
To view the No Best Practices newsletter archive subscribe to our newsletter for free by clicking here.
If you’re already a subscriber you can click here to log in.

The No Best Practices Newsletter Archive Is Brought To You By Triple Whale. Transform Your Data Into Growth – Triple Whale is the eComOS. Manage analytics, attribution, creative, and Finance from your Shopify store in one place.