If your automated email marketing campaigns or initiatives are generating good ROIs, don't get pampered into inactivity.

First, a good result isn't the same as a great result.

Second, the email marketing environment changes so quickly that you need to be flexible enough to respond to new challenges and exploit new opportunities.

So keep on testing, testing, testing to find incremental improvements. And monitor performance and the market to spot critical developments demanding a response.

Constant improvements in email marketing practices are raising the quality bar across inboxes.

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