PHPList Expert Needed

We have PHPList installed on our server and it is working "okay", but it needs some tweaking. Our number of unique views are very low and I'm wondering what we can do to improve those numbers. Do we need to switch from manual to a cron job? If so, how do we do that? Please be prepared to explain *WHY* whatever you do makes a difference. Please do not respond unless you have a lot of very specific experience with PHPList in particular, not just PHP general programming. We really need someone who is expert with this mailing list software, and will seek proof of your previous experience with this. Thanks for looking!