Watch Out for These 5 Trouble-Making Marketing Outliers
Posted on September 4, 2020

The chances are high that hiding among your audiences are small groups whose behaviors are so extreme that they skew the overall behavior of your marketing channels in ways that are detrimental. These groups are called outliers and they can:
- Cloud overall performance data, making it appear that you’re doing much better or much worse than you actually are.
- Obscure how your core audience is performing.
- Conceal trends in your customer data, causing you to miss opportunities or fail to address challenges.
- Skew A/B test results and lead you to implement the wrong changes or strategies.
In this post on SmarterCX.com, I take a look at 5 common outliers that companies might encounter across their marketing channels:
- Mega-Spenders
- Always Openers
- Influencers & Detractors
- Bots
- Employees
To get all the details on each of those…
>> Read the entire post on SmarterCX.com
Webbula: Roundup for Email Marketing Holiday Tips
Posted on September 2, 2020

The holiday season is just around the corner, so Webbula invited me and 10 other digital marketing experts to share their tips for how to prepare for what will surely be an unusually risk-filled holiday season.
My advice focuses on three areas:
- How the shape of the holiday season is likely to be very different this year, with retailers shifting email campaign volume earlier in the season to lock in sales before late December when risks rise—which we discuss in much more detail in our webinar about Choosing the Best Days to Send Email Campaigns This Holiday Season
- The need for much more contingency planning than usual due to the likelihood of a second wave of coronavirus and the impact that would have on store capacities, staffing levels, and delivery delays—which we discuss in more detail in our third quarter Holiday Marketing Quarterly
- And how businesses need to do a better job at curbside pickup and, more broadly, omnichannel integration—which our consultants rated as a Competitive Differentiator this year
Check our my 12-minute video, plus advice from Jeanne Jennings, Dela Quist, Jenna Tiffany, and the others. A lot of great and varied perspectives to help you think broadly about getting ready for the holiday season this year.
>> Read the full post on Webbula’s blog
EmailTalk Podcast: The Impact of Coronavirus on Email Marketing with Chad White
Posted on August 17, 2020

I join Taxi for Email Founder Elliot Ross on episode 2 of his new EmailTalk Podcast to discuss how the coronavirus has affected email behavior. But along the way, we discuss a wide range of other topics. In the podcast, I share:
- Two truths and lie about my book-writing career
- My email origin story of how I fell into the email marketing industry
- How email behaviors have changed during the pandemic, including changes in open patterns, email volume, email engagement, and unsubscribe rates
- How the pandemic has affected companies quite differently
- How the recovery coming out of the pandemic will be much more chaotic and individualistic compared to the fairly universal experience in mid-March
- Tips on how the mid-March COVID announcements could have been better
- Thoughts on how device usage now might affect your email design
- Tips on how to handle a lot of new consumer behaviors, such as first-time online buyers and curbside pickup
- How out-of-stocks are driving consumers to try new brands and new retailers, and how retailers should react
- My philosophy on what marketing’s key goal is
- How analytics can power your empathy
- The one thing about I would change about email marketing
To listen to our entire conversion…
>> Visit the EmailTalk.FM website
Webinar on Aug. 26: The Most Critical Email Deliverability Questions
Posted on August 12, 2020

The most critical email deliverability questions are YOUR QUESTIONS.
Join Oracle CX Marketing Consulting’s Email Deliverability Services team for this attendee-driven webinar as they answer your questions about any of the issues that fall under the umbrella of email deliverability. For example, they can answer your questions about inbox placement, sender reputation, authentication, privacy legislation, BIMI, seed lists, click bots, spam fingerprinting, email validation, Gmail tabs, permission practices, inactivity management, spam traps, domain reputation, or anything else.
Our experts, which average over 13 years of deliverability experience each, will take questions throughout the webinar. However, to get your question at the top of our list, please email Daniel.deneweth@oracle.com prior to the live webinar.
The Most Critical Email Deliverability Questions
Date: Wed., Aug. 26, 2020
Time: 1pm ET/10am PT
Duration: 1 hour
Your Presenters:
Daniel Deneweth, Head of Email Deliverability Services, Oracle CX Marketing Consulting
Heather Goff, Director of Deliverability Strategy, Oracle CX Marketing Consulting
Clea Moore, Director of Deliverability Strategy for Email Deliverability Services, Oracle CX Marketing Consulting
Brian Sullivan, Strategic Director of Email Deliverability Services at Oracle CX Marketing Consulting
Chad S. White, Head of Research at Oracle CX Marketing Consulting and author of Email Marketing Rules
>> Register for this free webinar
On-Demand Webinar: The Questions to Ask Instead about Email Marketing ROI
Posted on August 11, 2020

Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A solid email marketing strategy starts by asking the right questions.
In this series of free on-demand webinars, we’re discussing a number of common email marketing questions that brands ask themselves, and then posing some better questions that brands should ask instead. In our earlier webinars, we discussed email performance measurement and email frequency & list building. In this 19-minute webinar, we look at common questions about email marketing ROI, including…
- How can we reduce our email marketing costs?
- How much does it cost?
- How can we increase our email marketing ROI?
In each case, we’ll explain why those questions aren’t likely to help you achieve the email marketing success that you want, and suggest one or more questions that are better. Along the way, we share advice from some of our more than 500 digital marketing consultants, as well as some real-world experiences from our clients.
To watch the free on-demand webinar…