The Maturity Phase: How to Optimize Established Email Campaigns

So your list has been around awhile and you feel like you have reached a plateau in your email marketing efforts?  It was bound to happen sometime, so here's a few tips on to make what you already have- BETTER! :)

What other things can you do to optimize your email campaigns?

1. Measure in more detail: 
1. Clicks: Click to sale, Click to submission, etc.
2. Opens: Opens to Clicks, Opens by subject line, Opens by sending IP, etc. 
3. Delivery Rates: Trends over time, Sent to Received, Sending day/time, by Segment
4. Conversion Rates: by CTA, by Landing page, etc.
   
2. Take a look at your method of obtaining new subscribers- is it the best it can be? Could you:
1. Add a profile center
2. Show examples of your mailings
3. Add in the promise of content or timing
4. Are you single or double opt in?
5. What is your rate of LP or website abandonment?
   
3. How are you measuring your email campaigns ROI? It helps to have a method! Even though, when surveyed only 41% of Marketers had a formula. Customize the meaning to your business model.
   
4. What is your subscriber value? What is the monetary value of an address on your list? Take a look at how you would calculate that and really dig down into it. Re-Engagement plans become an attractive option once you really look into this. Consider the average age of the subscriber * the average profit = subscriber life time value.

Those are some pretty standard ways of going above and beyond what you are already doing- but what if there was a step further you could take? I would like to repurpose some fabulous content I came across from the Content Marketing Institute: