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…
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