The 30+ Emails that Email Marketers Love Most

The first step in designing a great email of your own is often receiving a great email from another brand. In a word, the first step is Inspiration. To get their inspiration fix, 64% of marketers subscribe to 20 or more brands’ emails. Just over 9% of marketers subscribe to 100 or…

Report: 2017 State of Email Creative

Email creative is unlike web or print design. It has its own unique constraints and opportunities that marketers must master to make the most of the channel. The rendering of your design is affected by the email client and screen size used to view it, whether images are disabled, and more. And…

Email Brand Guidelines: Why You Need Them and What to Put in Them

Brand style guides tend to meticulously detail permissible fonts, header sizes, image style, logo sizes and placements, and on and on. However, despite the clearly unique considerations of the email channel, many companies don’t have any email-specific guidance in their brand guidelines. Nearly 38% of brands don’t have email brand guidelines, according…

The Rarest and Coolest Defensive Design Tactic: Email Pixel Art

Image blocking is common, with some email clients disabling images by default and some subscribers turning off images to save mobile data or for other reasons. Because of that, email marketers need to use defensive design techniques to ensure that their message is conveyed when images are disabled. Defensive design consists of…

Smart Insights: Email Marketing Trends in 2018

2018 is fast approaching, so Smart Insights’ breakdown of six emerging email and marketing automation trends is timely. Their top email marketing trends in 2018—which were informed by contributions from experts, including myself—covered: GDPR, which Tim Watson of Zettasphere said would be “very disruptive if not terminal for email 3rd party data…

Email Interactivity: Opportunities and Challenges

Enthusiasm for email interactivity is at an all-time high this year, with marketers declaring that 2017 is the year of email interactivity, saying that interactivity was a bigger trend than Big Data. Marketers are right to be excited. Allowing subscribers to click in an email and activate additional content within that email…

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…

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