From DMnews.com:

Are you getting the most from your e-mail marketing campaigns? The following questions will help you out.

How do you welcome new subscribers to your program? Keep new subscribers out of your regular communication stream. Contact them twice as often for the first few months. Welcome messages can drive customers to preference centers to deepen their engagement — and provide valuable profile information — remind them of program benefits, and set expectations about future content that they’ll receive.

What are you doing with unengaged or “lapsed” customers? Between 20% to 50% of the addresses on most house lists are dormant, i.e., not clicked or opened a message in 12 months. Recognize these inactive customers, tell them they are missed and ask them to update their preferences. Try “sweeter” offers to reengage this lapsed audience. Too often online marketers look at campaign performance indicators rather than customer engagement metrics when determining a program’s success.

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