Email Marketing RulesWhat 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…
Email Marketing Developments in 2024 & Their Ripple Effects in 2025
While there will undoubtedly be new out-of-the-blue developments that shake the email marketing industry in 2025, marketers already have to contend with a slew of developments that took root in 2024 and will become more of a force in the year ahead. Let’s look at what some of those developments are. >>…
BIMI Email Standard Gets Big Boost by Becoming Less of a Standard
New moves by Google and Apple have given the Brand Indicators for Message Identification (BIMI) standard a huge boost. However, those same moves have fractured the email standard by creating multiple paths to various levels of compliance at various inbox providers. Before getting into those new developments, let’s review the core benefits…
Promotions Tab Hysteria Is Back! (Thanks, Apple)
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 with its iOS 18 release. But despite the laggard non-novelty of this change, Apple Mail’s hefty market share has the email marketing industry working…
Things I’ve Read about Email Marketing that Are Simply Wrong
The web has always been a dicey place to get email marketing advice. Too many people incorrectly think that email marketing hasn’t changed much over the years, so outdated information tends to get recirculated over and over and over. Based on the rise in factual inaccuracies I’ve been seeing in recent months,…
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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