Email Marketers, Focus on the Pre-Send Experience

Consider what's required of consumers to sign up and their specific lifecycle points

Inception and administration are the key pre-send strategies. iStock

Over the last two decades, email marketing and its optimization have been written, talked and argued about—from the tactics of acquiring an email address to subscriber re-engagement and purging.

Andrew Kordek is vp of customer engagement at iPost, an email marketing and automation platform.