What Is the Biggest Email Marketing Myth?

Doing 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 But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray.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…

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

I 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…

Webinar: ‘Adapting to Consumers’ New Definition of Spam’ at MarketingProfs Email Marketing Virtual Conference

Join 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…

5 Reasons List-Unsubscribe Concerns Are Overblown

Apple’s iOS 10 Mail added support for list-unsubscribe, but the large “easy unsubscribe” banners that appear in marketers emails appear to be driving up opt-outs. Here are 5 reasons why marketers shouldn’t panic… Unsubscribes are not inherently bad, since they don’t harm deliverability and may not harm revenue. Brands have made it…

Webinar Recording + Q&A: Adapting to Consumers’ New Spam Definition

Marketers must shift their email strategies to match consumers’ shifting spam definition. Litmus worked with Fluent to survey 1,300+ American adults to determine what causes them to report emails as spam and to unsubscribe. Jordan Cohen, Chief Marketing Officer at Fluent, and I teamed up to discuss these findings and what they…

Millennials Driven to Opt-out and Report Spam Largely by Same Factors as Everyone Else

Our Adapting to Consumers’ New Definition of Spam research, which surveyed more than 1,300 American adults, found that millennials were the same as older generations in many ways when it came to their email behavior. However, there were some differences. Here are the five biggest differences that we could find from our…

Key Success & Failure Metrics for the Hierarchy of Subscriber Needs

Subscriber expectations have grown steadily over the years, driven higher by a wide range of factors, including the adoption of smartphones, the increase in targeting, and the rise in omnichannel experiences. For email marketers to be successful, they must exceed or at least meet these expectations, which can be measured by a…

Report: Adapting to Consumers’ New Definition of Spam

Consumer attitudes toward spam continue to shift dramatically, which in turn demands that brands make an equal shift in their email marketing strategies. To understand consumers’ current definition of spam and why they end email relationships with brands, Litmus and Fluent surveyed more than 1,300 American adults, using Fluent’s ad serving technology….

4 Kinds of Email Addresses That Are Damaging Your Deliverability

Email is a great medium for connecting with leads and customers. But when your list becomes bloated with bad addresses and inactive subscribers, your deliverability can be in serious jeopardy. Here are four types of offending addresses and how to deal with each of them effectively: Invalid Email Addresses. These addresses are…

Inbox Box Providers Add Bad Design to List of No-Nos

At its core, the job of inbox providers is to protect their users from bad senders. To accomplish this, they have created filters, algorithms, spam traps, and user tools that attack spam on three fronts: (1) bad recipients, (2) bad content, and (3) bad infrastructure. To say they’ve succeeded is an understatement….

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