Are You Satisfying All 4 Levels of the Hierarchy of Subscriber Needs?

Creating relevance is the key to boosting email marketing performance, return on investment, and deliverability. However, it can be confusing and daunting to craft a plan that increases the relevance of your email messages. We have a four-part framework that will set you on the right path. It’s called the Hierarchy of…

Outstanding Email Marketing Examples of Defensive Design

Defensive design consists of design techniques that allow an email to communicate its message effectively when images are blocked. The most common defensive design tactics include: HTML text, as opposed to graphical text that embedded in images ALT text, which is text that appears in the place of your images when they…

Sending Remarkable Email: A SendGrid Interview with Chad White

The great folks at SendGrid have been longtime supporters of my books, so I was extra thrilled to sit down and chat with SendGrid CMO Scott Heimes about the 3rd Edition of “Email Marketing Rules.” During our chat, we discussed: Our mutual background in journalism What inspired me to write the 1st…

The Marketing Book Podcast: “Email Marketing Rules” by Chad S. White

I had the honor of being the very first email marketing book author on The Marketing Book Podcast, which is hosted by Douglas Burdett. During episode #130, Douglas and I talk about: How email marketing is de-siloing and being integrated with other channels and business functions How email is granted media, not…

Webinar Recording + Q&A: 2017 State of Email Report

Email is a constantly changing landscape of email clients, support, and marketing trends. The email client ecosystem continues to be fragmented and dynamic, and email clients can drop and add support for critical email elements without warning. Combine that with the fact that consumers’ definition of spam is changing, and it’s pretty…

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 But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray.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

Top Email Copy Tips from 12 Email Experts

Is 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…

Every Email Has Roughly 15,000 Potential Renderings

Email rendering is significantly more complex than website rendering. In addition to operating system, browser, and screen size, email rendering is affected by the email service provider the marketer uses, the subscriber’s email client, and whether images are enabled or blocked. If we bundle webmail clients together with browsers, there are five…

Email Attention Spans Have Gradually Increased over Past 6 Years

Mobile phones, Twitter, texting, video games, and other digital era trappings have been blamed for shortening our attention spans to less than that of goldfish. You might be tempted to throw email in that bucket…but you’d be wrong. According to an analysis of billions of emails using Litmus Email Analytics… The average…

#AlternativeEmailFacts and the Truth

As a former journalist and long-time researcher, I’m profoundly troubled by our national struggles with the value of science, the need for evidence, and the meaning of the word “fact.” With the US government currently imposing gag orders on research, making executive decisions without proof and then disparaging judges who demand proof,…

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