If your automated email marketing campaigns or initiatives is 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. A few years ago, people were excited to get an email… any email. Now, your email is constantly being compared with the rest of the inbox, and facing ever-tougher criteria to qualify for reader attention. Equally, email technologies constantly open new opportunities to get more out of your lists.