"If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?" asks Josh Nason in an article at MarketingProfs. "What about that house you bought two years ago? Lots of work, right?"

Well, your email marketing program requires upkeep as well, Nason notes: If you don't take care of it, it won't take care of you.

According to Nason, a basic maintenance plan must include action steps like these:

Hire an ESP (email service provider). "If you're still sending emails from Outlook, give up," says Nason. "That is the equivalent of using dial-up for your Internet connection—and you'll deal with all manner of deliverability issues, lack of metrics, and blacklisting problems." In other words, the cost of an ESP is worth it.

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