Truth 32. Audit your email program annually
It can be easy to get caught up in the metrics of your campaigns or studying conversions by segment of your email database, but you also should frequently look at the big picture. Giving your metrics, general program approach, and strategy a once-over will help you identify and tighten up any gaps and make improvements. I recommend an annual audit of your successes and failures. Since this can be a timely process (but well worth it), I've outlined some basics for you.
Deciding what to audit can be a bit overwhelming but is a critical first step. I recommend taking a look at these components: