Email Marketing RulesWhat Makes Enterprise Email Marketing Different
Enterprise email marketing and SMB email marketing use the same protocols, the same inbox providers, the same basic formats. But the operational reality behind them is so different that organizations scaling from mid-market to enterprise often discover their tools, processes, and team structures need to be rebuilt from the foundation up. This…
Less Copy, More Clicks: 9 Proven Ways to Improve Marketing Message Performance
Attention is scarce. Performance is everything. Marketers invest heavily in identity resolution, predictive intelligence, and real-time activation to reach the right consumers. But even the most sophisticated targeting can underperform if the message itself creates friction. In permission-based channels like email, SMS, RCS, and push, you have already earned access. The subscriber…
How Marketers Can Adapt to Gmail’s ‘Manage Subscriptions’
“Received too many emails” has perennially been one of the top reasons consumers unsubscribe. Google is clearly trying to address this complaint with the “Manage Subscriptions” functionality it launched in Gmail last year and rolled out over the course of subsequent months. However, the functionality is hampered by flaws that limit its…
Litmus Live: Omnichannel Subscribers + Email Accessibility Mistakes
If you missed Litmus Live, now is your chance to watch all the sessions on-demand on YouTube. Those include my session on managing omnichannel subscribers better, and a session on email accessibility mistakes by my colleague Tylor Loposser and former colleague Lauren Castady. >> Watch ‘Omnichannel Subscriber’ session >> Watch ‘Email Accessibility…
How Ethical Are Your Digital Marketing Tactics?
The issue of ethics in digital marketing is being supercharged by advancements in data management, machine learning, generative AI, and AI agents. In particular, that last one is ringing alarm bells for brands. According to an EMarketer survey, 71% of national brands say that marketers need to establish ethical and privacy standards…
The Last Word on February 2026
A roundup of digital marketing and email marketing articles, posts, and social buzz you might have missed last month… Must-read articles, posts & reports Something Messy Is Happening: On AI, Panic, and Asking Better Questions (Ann Handley) AI Is Disrupting the Analyst Industry. And That’s Good News (for Buyers). (Email Vendor Selection)…
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…
3-Year Anniversary of the 4th Edition of ‘Email Marketing Rules’
Three years ago today, the two-volume 4th Edition of Email Marketing Rules was published. Weighing in at 677 pages, many consider it the most comprehensive set of books on email marketing ever. I’m exceedingly proud I’ve been able to provide marketers with a source of trusted advice on this critical marketing channel…
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
