When everything's going well, it's easy to find yourself in an email-marketing rut.

Perhaps you've gotten complacent with ROI that's good—but not great. Or maybe you're boring your customers with the same campaigns they've seen a thousand times.

"Whether you want to shake things up or simply polish off the dullness," writes Patti Renner at The Lunch Pail, "here are some ideas to make your campaigns shine." Among her tips:

Energize your team. Add excitement to the creative process with in-house contests, accolades, and rewards. You might, for instance, use A/B testing to determine the winner in a subject-line competition.

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