As a marketing channel, email isn't going away. But your readers might if you don't constantly look for new ways to engage them.

After almost 15 years of commercial viability, email can look a little stodgy next to shiny new toys like social-network marketing (Facebook, MySpace), widgets, blogs and microblogging (Twitter, Plurk, FriendFeed).

If you think you have done all you can with your email program, think again. Email isn't just the longest-lasting flash in the pan. It's a durable communication channel that will adapt to and maybe even outlast any challengers.

Still, your email program probably could stand a little smartening up. Need some ideas? Test-drive any or all of these. If they work, great! If they don't, chalk it up to experience and keep trying.

Idea #1: Change up your subscriber acquisition.

Why? You never know when or where someone is going to find your email program and be ready to opt in.

• Punch up your email solicitation to focus on the benefits. Why would someone just want more email? Tell them what they can expect to receive and how often.
• Stick an opt-in blank or link to your sign-up page on every page of your website. Check your web traffic reports to see where people are coming from and where they're going within your site. Then, greet them with your opt-in invitation.
• Add a short invitation at the bottom of your transactional email templates, too.
• Go offline. Invite opt-ins within your catalogs, print ads, package stuffers and any point-of-purchase sites you have.

Idea #2: Add a new mailing list.

Why? Line extensions work for ice cream and cereal. Why not email?

• Spin off topics. These may be topics that don't fit in your regular newsletter, ones that you just want to trial-run for now or ones that let you send more or less frequently.
• B-to-B marketer? Add a list just for company news for trade journalists, competitors and the naturally curious who just like to keep tabs on what you're up to.
• Create a hyper-focused, short-term newsletter. Holiday themes, sports seasons, countdowns to trade shows -- anything that will co-exist but not cannibalize your lists. When they end or run out of gas, invite new subscribers to move over to your other mailings.
• Offer such extensions to inactives as part of a reactivation program.
• Cross-promote extensions in your current mailings. Consider sending a sample copy mid-cycle or in place of a regular promotion. However, absolutely do not add anybody to the list unless they opt in.

Idea #3: Mobile-ize!

Why? Apple alone just put 3 million new iPhones into eager hands. Will all these new owners be able to read your emails on them?

• Put your email templates on an HTML diet. Ditch the single big image now if you haven't already.
• Put key information in HTML text, especially links and calls to action, so they show up no matter how badly the handset butchers image rendering.
• How do tracking links look on both high- and low-end smart phones? Many times they take up four or five lines with what looks like gibberish to readers. Consider using shorter links in a mobile-only version.

Idea #4: Combine email with social networking.

Why? Your readers probably are there already. Follow them, and encourage them to talk about you with their friends.

• Test the waters by creating pages on big-name sites like Facebook or MySpace. To save time, survey readers via your newsletter or a short poll on your site about which sites they prefer.
• Create groups that people can join, then promote your email content in messages to the group.
• Promote your new page in your email offers and on your sign-up page.
• Add icons in appropriate broadcast emails -- not transactionals -- that let users post your content on their personal sites (e.g., Facebook, Digg, del.icio.us and StumbleUpon).
• Give social networking a six-month or so trial run. If it works out, create your own branded network on a site you can control. Facebook is free; setting up your own program may mean more boxes of doughnuts for your IT people.
• Caveat: Keep adding fresh content to your social sites. Don't create a fan group, for example, and then turn it into a ghost town by never posting any material.

Idea #5: Try a little testing.

Why? What always worked before might not anymore. These topics set up nice, easy A/B split tests:

• Subject lines: More details vs. fewer details. Which got more clicks?
• Design: Does that navigation bar really drive more people deep into your site, or does it eat up space you could use for images or copy?
• Call to action: See if moving it to your top line of copy or the top half of your message will collect more clicks.

A final note: These are just a few ways to blow the dust off your email program -- or shake things up if you inherited someone else's job. Got some ideas of your own? If they worked for you, post your comments using the form below. Thanks!

Wendy Roth is the senior manager of training services for Lyris Technologies.