Email Marketing RulesAlt Text: Best Practices & Evolving Concerns
On websites and in marketing emails, social posts, and other online content, alt text helps a wide range of people fully understand your content by providing a plain-text alternative to images. However, using alt text optimally isn’t as simple as just inserting a text description into an image’s alt tag. But before…
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…
The Bridge to an Omnichannel Digital Marketing Future
Consumers have been omnichannel in their behavior for at least a decade, seamlessly shifting from one channel to another on their journey toward getting what they want. And B2B buyers have also gone omnichannel. To their frustration, however, most brands have struggled to move beyond their siloed multichannel operations. That has meant…
Survive the AI Takeover of Search — 5 Moves Every Brand Must Make
Traditional search—and Google, in particular—is under serious threat of being dislodged as the starting point for many buyers’ journeys. In January, ChatGPT and other alternatives drove Google’s search engine market share below 90% for the first time since 2015, according to Statcounter. And the sharks are circling more aggressively now, with both…
Welcome Email Best Practices
When someone signs up to receive your promotional emails, it marks the start of what is hopefully a long and mutually beneficial relationship. Start it off right by sending the most effective welcome email possible. Here are nine best practices to follow: Send welcomes immediately. Use a marketing-appropriate sender name. Use a…
The Limitations of B2B Email Marketing Benchmarks
Email marketers put too much stock in external benchmarks, which can give them a distorted view of their performance and cause them to make ill-informed strategic and tactical mistakes. That was the core message of my closing keynote for MarketingProfs’ Modern Email Marketing Essentials. Let’s explore that issue and what B2B marketers…
The Last Word on July 2025
A roundup of digital marketing and email marketing articles, posts, and social buzz you might have missed last month… Must-read articles, posts & reports How the Attention Economy Is Devouring Gen Z — and the Rest of Us (The New York Times)(gift article) Q2 2025 Email Patterns, Trends, and Outliers (Really Good…
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
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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