• Don’t be afraid to split your lists—and try different tactics to see which has the better response.
• Don’t get into the habit of “sending out a newsletter” each week just because you can. Make sure the news is interesting to the user. Usually by the third time, your unsubscribe rate will increase.
• Time out your emails 4 weeks in advance so you know what offers are going out when, and combine them with the rest of your Marketing mix.
• Never stop tracking, its how you learn what your subscribers want.