What to do and when.
MONTHLY
Write and send one campaign Review the previous campaign's clicks and unsubscribes Check new subscribers are arriving
QUARTERLY
Review which topics produced clicks Check bounce and complaint rates Export the list as a backup Check authentication still passes
ANNUALLY
Run a re-engagement campaign and remove non-responders Review whether the frequency is right Review whether email is producing measurable results Check the signup form and welcome message still make sense
BEFORE EVERY SEND
Test to yourself Click every link Check on a phone Confirm the segment
AUTOMATIONS TO SET UP ONCE
A welcome message A post-purchase review request, for a shop Abandoned cart recovery, for a shop
Those three run indefinitely and produce more than most campaigns.
THE MINIMUM THAT WORKS
One useful message a month, sent consistently, with a working welcome automation.
That is enough to build something over a year.
