Email Marketing RulesThe Seventh Age of Email Deliverability
The latest evolution of email deliverability introduces a new layer of challenges that make it even harder for senders to consistently create relevant experiences and manage their sender reputations. Before we dive into these new changes, which revolve around inbox providers’ use of AI summaries, let’s quickly put them in the context…
AI & the Future of Email Marketing
At the same time that email marketers are using AI to transform their email programs, inbox providers are using AI to transform the inbox experience. In this hour-long on-demand webinar, Ortto’s Head of Email Deliverability, Travis Hazlewood, and I discuss the impact of all of these inbox changes on marketers and their…
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 Million-Dollar Opportunity You’re Missing
Is email marketing’s return on investment as good as many claim or is it a myth? I join Email After Hours Podcast hosts Guy Hanson and Danielle Gallant to tackle that question and many others surrounding performance measurement. In fact, we tackled so many questions that the conversation was split into two…
What Microsoft’s New Email Deliverability Rules Means for B2B Brands
Microsoft’s new deliverability requirement will have an outsized effect on B2B marketers, with other additional recommendations also likely to impact them more than their B2C counterparts. Let’s break down the new requirement and the four recommendations. >> Read the entire article on MarketingProfs.com
Microsoft’s New Email Deliverability Rules Make DMARC Essential
Ever since Google and Yahoo jointly announced new deliverability requirements in late 2023, rumors have swirled that Microsoft would eventually join them. At long last, Microsoft announced new deliverability requirements, but only endorsed one of the four pillars of the Google-Yahoo announcement. Let’s look at what Microsoft is requiring of senders and…
Understanding Email Deliverability: Key Factors & Key Issues
Many marketers don’t give email deliverability much attention—that is, until they have a crisis on their hands that’s tanking their email marketing results. Still others have simply accepted their average or even below-average inbox placement rates because they think it’s normal or feel they can’t change it. Across the email marketing industry,…
The Unintended Consequences of Inbox Providers Ignoring Email Marketers
It’s not that inbox providers sit between brands and their subscribers, but rather that brands need to satisfy both their subscribers and inbox providers. Just like brands have their own goals and desires, so do subscribers and so do inbox providers. For example, subscribers want content that’s valuable to them, doesn’t arrive…
Inbox Tabs Become Standard: What Marketers Need to Know
More than a decade after Gmail pioneered tabbed inbox interfaces, and many years after other major inbox providers add tabs to their inboxes, Apple Mail has followed suit in its iOS 18 release. Although the introduction of tabs isn’t exactly novel, the fact that roughly half of all emails are opened in…
Email Marketing Trends for 2025: Proven Essentials
Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. Just a few of the recent changes and challenges that email marketers have faced include: Economic uncertainty caused by global trade disruptions, high inflation, and high interest rates Changes…
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
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