Und jedes Jahr, immer wieder – Frühjahrsputz auch im Email Marketing…

I love this time of year. Baseball spring training is in full swing, people are in a joking mood (April Fools!), and I'm on spring break! Before I set off to recharge my batteries, I thought I would share some tips to reinvigorate your email programs as well. It's spring after all, and there's never a better time to make some changes to keep your email marketing programs fresh.

1. Creative redesign. Yes, your email templates need an annual refresh. It's only human nature to notice and react to change, which is why creative redesigns traditionally generate up to a 25 percent lift that can last for up to three months. In order to maximize your results, you'll want to apply some analytics to your creative redesign process. A well-executed multivariate test, where you can simultaneously test call to action, layout, and tone in rapid cycles, will help ensure a strong (and successful) creative refresh.