Email Marketing RulesI’m thrilled to announce the release of the 3rd Edition of my book, Email Marketing Rules, which is available on in both print and digital versions.

Updated and greatly expanded, the 3rd Edition of Email Marketing Rules demystifies this vital channel, taking you step by step through 150 best practices, providing extensive tactical checklists, and giving you strategic frameworks for long-term success. It will help you…

  • Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics
  • Build high-performance lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely
  • Ensure your emails are delivered by understanding the factors that cause inbox providers to block senders
  • Craft relevant messaging with effective subject lines, savvy designs, and smart targeting
  • Automate your messaging so you address moments that matter and create highly engaging subscriber journeys
  • Develop solid workflows that avoid errors and speed up production

You can preview the book below or by visiting and clicking on “Look Inside” above the cover image.

The Last Word on May 2017

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

The Halo Effect: Marketers Stuck In Last-Click Attribution (MediaPost)

The New Age Of Infinite Media And What It Means For Marketing (Forbes)

Using the Customer Journey to Help You Achieve Sales Success (Pipedrive)

Email code easter eggs (Kurated Email Design)

3 Types of Email Preference Centers (SendGrid)

Stop Shaming Your Users for Micro Conversions (Nielsen Norman Group)

The rise of the chief marketing technologist (IBM Think Marketing)

9 Psychology-Based Pricing Strategies You Can Use Today (+ Swipe File) (Sleeknote)

Insightful & entertaining tweets

Noteworthy subject lines

ToysRUs & BabiesRUs ,5/14 – Mom?Mom!Moooommmm…
AutoAnything, 5/7 – Who Says All Moms Want Flowers?
SeaWorld Orlando, 5/13 – Quiz Time: What type of mother are you?
Under Armour, 5/8 – Forgot Something? Like…Mother’s Day?
Bonobos, 5/7 – Put mom’s good genes to use.
Barneys New York, 5/11 – Celebrate Mother’s Day Like a Supermodel with Christy Turlington
Vera Bradley, 5/22 – Brooke Webb of KBStyled reveals her favorite gifts for grads!
Under Armour, 5/15 – UA Stars & Stripes Collection—Pride Meets Performance
Sesame Place, 5/1 — THIS WEEKEND: Elmo is wondering about MAGIC!
Walmart, 5/26 – You go, grill!
UncommonGoods, 5/30 – Three Words: National. Doughnut. Day.
Anthropologie, 5/22 – Another reason to join AnthroPerks? FREE SHIPPING.
The North Face, 5/9 – Our weatherproof travel jacket packs flat in four folds.
J.Crew, 5/10 – The dress to wear @work right now
Ann Taylor, 5/30 – Dresses For Every R.S.V.P.
ModCloth, 5/30 – Sun, sand, & smiles. What’s missing?
J.Crew, 5/15 – This sold-out one-piece swimsuit is back – get in there
Sony Electronics, 5/7 – Nearly 100,000 View In This Email Alone
Pier 1 Imports, 5/12 – As seen in Woman’s Day.
ASPCA, 5/26 – Meet the ASPCA 2018 Calendar Cover Star
Threadless, 5/22 – I literally can knot.
Victoria’s Secret, 5/30 – Knotty by nature
Nike, 5/22 – Free Hugs on Every Run
Moosejaw, 5/9 – My Mean Boss wants you to save up to 25% off.
ToysRUs, 5/7 – Know Who Else Sells These Toys? Neither Do We.
RH, 5/15 – The Milo Baughman #3426 Chair. Watch the Film “The Master of Modern.”
Victoria’s Secret PINK, 5/20 – Weekend uniform inspo, inside —>
Carnival Cruise Line, 5/7 – Don’t Delete! You’re Invited To Cruise On The Vacation You Need
Lands’ End, 5/22 – R.E.S.P.E.C.TEE + 30% off ends today
Chipotle, 5/8 – Lollapolooza+LifeIsBeautiful+AustinCityLimits = TRIFESTA VIP Giveaway
Ikea, 5/26 – Bold patterns for all – AVSIKTLIG!
West Elm, 5/14 – Make your weekend 10000x better (Up to 30% off!)

New posts on

The Email Design Podcast #62: 2017 State of Email Workflows (Part II)

The Email Design Podcast #61: 2017 State of Email Workflows (Part I)

What Is the Biggest Email Marketing Myth?

Marketing Cloudcast: It’s 2017. Are You Still Making These Email Marketing Mistakes?

Top Email Copy Tips from 12 Email Experts

Report: 2017 State of Email Workflows

The Last Word on April 2017

Email Design Podcast 62In this episode of The Email Design Podcast, I continue my conversation with host Kevin Mandeville about the findings of our 2017 State of Email Workflow.

In Part 1, we talked about content planning, production cycles, and email design and development tools. In Part 2, we walk through the sections of the report about…

  • Quality assurance
  • Approval processes
  • Email platforms
  • Interventions and apologies

>> Listen to the podcast on the Litmus blog

>> Listen on SoundCloud

The Email Design Podcast, episode 61In this episode of The Email Design Podcast, I speak with host Kevin Mandeville about the findings of our 2017 State of Email Workflow.

We walk through each section of the report, talking about…

  • Content planning
  • Production cycles
  • Email design and development tools

…before running out of time. We then recorded Part II, which covers the other topics in the report and will be released next week. But first things first: Here’s Part I.

>> Listen to the podcast on the Litmus blog

>> Listen on SoundCloud

The Biggest Email Marketing MythsDoing email marketing right is challenging in the best of circumstances. But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray.

To put you on the right course, we’re busting 25 email marketing myths—many of which you’ve probably heard repeated so many times that you’d swear they were true.

Along with a brief explanation of the truth, we provide a link to a full exploration of the issue so you can appreciate the entire context of it.

Which email marketing myth do you think is the biggest?

>> Read the full post on the Litmus blog

Marketing CloudcastI was fortunate to be asked back to be a guest again on Salesforce’s Marketing Cloudcast, which is hosted by Heike Young and Joel Book. During the 34-minute episode, we discussed the upcoming 3rd edition of my book, Email Marketing Rules, and what has changed over the years and is on the horizon.

Over the course of the podcast, we also talked about six mistakes that marketers continue to make in 2017 when it comes to email:

  1. Committing email marketing that’s neither functional nor respectful.
  2. Letting email marketing efforts transpire in a silo.
  3. Neglecting email for other channels where consumers don’t actually want brand interaction.
  4. Not leveraging the power of mobile.
  5. Sending more emails instead of better emails.
  6. Not personalizing for today’s high-expectation consumer.

I shared advice on how to avoid those mistakes, and much more.

>> Listen to the Marketing Cloudcast

Read the full post on the EmailPixels blogIs there a secret sauce for great email copy? To find out, Tim Watson asked 12 email experts, including myself, to share their #1 email copy tip.

Here’s my advice:

Shorter is better, and clarity is king. We’ve been doing a lot of A/B testing here at Litmus over the past year around copy length, and shorter copy has been a continual winner for us. People are busy and in a hurry. Use clear headlines, subheads, and bulleted lists to quickly communicate the core of your message. Then let your landing page deliver more details.

There are some very clear common threads, so I highly recommend that you check out all the tips.

>> Read all the advice on the EmailPixels blog

Register for the MarketingProfs Email Marketing Virtual ConferenceJoin Kath Pay, Kevin Linden, and me at MarketingProfs Email Marketing Virtual Conference on May 12.

I’ll be discussing now email marketers can adjust to consumers’ new definition of spam. During my session, you will hear findings from the Adapting to Consumers’ New Definition of Spam report, which is based on a joint Litmus-Fluent survey of more than 1,300 American adults.

You will learn about and get actionable advice regarding:

  • What consumers’ broadening definition of spam is, and how they interact with the spam folder
  • How millennials’ unsubscribe and complaint behavior differs from other age groups
  • The best ways marketers can reduce spam complaints and unsubscribes

Adapting to Consumers’ New Definition of Spam
May 12, 2017
12:30pm–1:15pm ET

Can’t make it on May 12? Don’t worry. Sign up and you’ll receive on-demand access for 90 days after the event.

>> Register for the free event

Report: 2017 State of Email Workflows

2017 State of Email WorkflowsCreating a high-performing email takes time and the right resources. Your workflow is an expression of the investment you make in every email—and is itself a predictor of email program success.

Based on our State of Email Survey of more than 3,500 marketers, our second annual State of Email Workflows report takes a detailed look at how marketers:

  • Plan their email content
  • Allocate their time among tasks
  • Use technology in their workflow
  • Handle quality assurance
  • Get approvals
  • Send their emails
  • Deal with email mistakes
  • Use Litmus in their workflow

It’s our hope that you’ll use these results to benchmark your own process and identify opportunities for improvement, as well as using this report’s findings as evidence to make a compelling argument for more resources or process changes.

>> Download the free report

The Last Word on April 2017

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Email Awards. Should We Have them? (Really Good Emails)

B2B Personas: Targeting Audiences (Salesforce)

3 Reasons the Death of Data Privacy Rules is Bad for Advertisers (DMNews)

Email Marketing & Marketing Automation Excellence 2017 (GetResponse)

Interactive Emails Increase Engagement (MediaPost)

Yahoo plus AOL? It’s now called Oath (USA Today)

How Special Offers in Email Subject Lines Impact Performance (MarketingProfs)

Insightful & entertaining tweets

Noteworthy subject lines

Williams Sonoma, 4/8 — Easter is April 16th! Up to 30% Off EVERYTHING EASTER!
ToysRUs, 4/8 — Fill Their Baskets With Arts, Crafts & Plush Toys!
Godiva Chocolatier, 4/13 — Buy 1 Get 1 50% OFF Last Minute Easter Gifts in Boutiques
Etsy, 4/11 — Last-minute Easter *printables*
Applebee’s, 4/8 — Kids Eat Free on Easter!
Petco, 4/19 — Celebrate Pets at Work day with up to 40% off.
BabiesRUs, 4/19 — Earth Day BOGO Deals!
Brooks Brothers, 4/21 — Buy a shirt & we’ll plant a tree.
The Shopping Channel, 4/22 — Make Every Day Earth Day
Zulily, 4/19 — Call your mother — or buy her gifts! Tory Burch + Coach | Levi’s denim & U.S. Polo
Ninety Nine Restaurants, 4/4 — Red Sox Won! Kids Eat Free!
Saks Fifth Avenue, 4/6 — The 3 jackets you need for spring.
Ann Taylor, 4/10 — The 9 Must-Wear Outfits Of Spring, 4/7 — Dig in ¬– Gardening Sale’s up to 50% off!
Lowe’s, 4/20 — The Secret to a Perfect Yard
Walmart, 4/22 — Save up to $25 for spring essentials when you open a Walmart Credit Card. Yes, please!
Pier 1 Imports, 4/28 — Your staycation is sorted.
ThinkGeek, 4/13 — Tiny lightsaber umbrellas not included: NEW Star Wars Geeki Tikis!
Clinique, 4/10 — Workout gear: New travel sizes!
Fossil, 4/24 — Make Your First Smartwatch This One
American Red Cross, 4/24 — Two more days to #help1family
ModCloth, 4/11 — #StyleForAll & personality that speaks volumes!
Clinique, 4/7 — #BehindTheFace: Jeremy Jauncey takes us on an unparalleled journey
eBags, 4/8 — Should you stay or should you go?
Feeding America, 4/5 — Take the quiz: Waste It or Taste It?
Neiman Marcus, 4/5 — Travel tips: Mexico City street style
The Container Store, 4/18 — Quick Tips to Update Your Closet & 15% Off
Ann Taylor, 4/18 — Doers. Dreamers. Inspiring Women., 4/19 — Explore Artist Ruben Ireland
RH, 2/19 — For the Love of Leather. Watch the Film., 4/7 — Featured On The Today Show
Sony Electronics, 4/19 — Your Spot on Our Instagram Page is Waiting
Neiman Marcus, 4/7 — Most-loved Instagram looks
Jetsetter, 4/7 — Jetsetter Employees Dish Where They’re Dying to Go
J.Crew, 4/10 — the 6 all-around best sellers this month
Express, 4/4 — ATTN: 30% off an entire workwear upgrade
Moosejaw, 4/4 — 25% off Lots of Stuff | Patagonia + Moosejaw Charity Thing

New posts on

Email Innovations for the Next 5 Years: Consumers vs. Experts

An Essential Preview Text Hack

Every Email Has Roughly 15,000 Potential Renderings

Finding the Goldilocks Email Approval Process

The Last Word on March 2017


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