Email Marketing RulesThe No. 1 Thing Holding Back Loyalty Programs
Some brands hold their loyalty programs in high regard, seeing them as a key to their success. Others are more skeptical, questioning whether their programs actually foster loyalty or just needlessly give away margin. A new survey of 310 loyalty and marketing professionals by Forrester Research, commissioned by Zeta Global, confirms this…
The Underutilized Superpower Hidden in Loyalty Data
Customer loyalty data is one of the most strategic assets in the enterprise today—yet only 17% of surveyed marketers feel “very confident” in their ability to use the data. That gap between what loyalty data could do and what it actually does is the focus of new research from Forrester Consulting, commissioned…
In Defense of Mother’s Day Opt-Outs (and Empathy in Marketing)
Being empathetic is hard. If it were easy, then every brand would do it. Because it takes time and effort, that often means getting approval from your boss, who may not see the ROI in catering to the sensitivities of sometimes relatively small segments of customers. A great case in point is…
Don’t Discount These Four Trends Driving Innovation in Restaurant & Hospitality
After years of margin pressure and unpredictable demand, restaurant and hospitality brands are finding smarter ways to grow. The next wave of innovation is not about bigger discounts. It is about relevance. In 2026, data, AI, and loyalty will converge to create truly individualized guest experiences that drive measurable business impact. The…
Five Ways to Personalize Emails for New Subscribers
Marketers know that personalization is key to both increasing performance and boosting retention and loyalty. However, early in a new subscriber relationship, many marketers struggle to create relevant emails due to a lack of data. However, sometimes this lack of data is due to poor integration, missed data collection opportunities, and gaps…
Is Email the Best Path to AI Commerce Dominance?
The majority of consumers used AI to help them make gift-buying decisions this past holiday season, according to a Zeta Global survey. But that doesn’t mean the experience was smooth. Most consumers had to enter lots of guidance about the gift recipient and preferred brands, typically over several prompts, before they got…
The Trends Shaping 2026 for Channel Marketers
Year after year, our award-winning Creative Services and Strategic Services teams help Zeta Global clients navigate the unique economic, social, and technological issues of the day across their digital marketing efforts. Here are 21 changes our experts see ahead for 2026. >> Read the predictions on the Zeta Blog
Stitching Together Email Identities Becomes More Vital after New Gmail Feature
Google is rolling out a new feature allowing users to add up to three additional Gmail addresses to their Google account while keeping access to their existing data and services. For marketers, the change puts even more emphasis on the ability to connect activity across multiple email addresses to a single customer,…
Are We Approaching Peak Email Marketing Frequency?
For the nearly two decades I’ve been in the email marketing industry, everyone has always fretted about whether or not they’re sending too much email—and then they’ve gone ahead and sent more email. A few years ago, I spoke to a reporter who was convinced that email frequency was absolutely out of…
Inbox Survival Guide
Email marketing is evolving, driven by changes at inbox providers and new technologies available to marketers. When I got together with Chintan Doshi, Mavlers’ Head of Email & CRM, for their Marketing Insiders Series, that was the focus of our conversation. Over the course of an hour, we talked about: The most…
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
GVP of CRM Strategy
Zeta Global
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
