The holiday shopping season is 59 days away from its official U.S. launch on Black Friday, the day after Thanksgiving. This time of year can make or break your e-mail marketing program. Tune it up now to avoid mistakes once the season is in full swing.

Even if your company doesn't do holiday marketing, you're affected by what everyone else in the e-mail-marketing space is doing: filling up subscribers' inboxes with one-off blasts.

A lot of those messages are junk. Your highly targeted, permission-based, scheduled mailing will be lost in the maelstrom if you don't optimize every aspect of the campaign, from subject line to the message copy to the delivery protocols.

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