Email Marketing Rules5 Best Practices to Make Your Customer Experiences Truly Mobile-Friendly
Nearly every site is now responsive, and most emails are, too. But just because a brand is using responsive design doesn’t mean that they’re providing a mobile-friendly experience. Responsive design functionality doesn’t take the place of mobile-friendly design principles. Brands need to use them both. Here are some easy-to-implement mobile-friendly best practices…
10 Common Email Marketing Mistakes that Are Easy to Fix
Email marketing is complicated. Deliverability is governed by numerous factors and subfactors. The potential for email rendering problems is mind-bogglingly large. And email technology and tactical issues continue to evolve. However, not everything in email is complex. Some aspects are quite simple—and yet some companies still regularly struggle with them. In most…
Alchemy Worx: 2021 Consumer Survey on Shopping Sentiment & Email Behavior
Alchemy Worx’ latest consumer survey delivers timely insights about consumer purchasing intent this holiday season and the factors that are impacting those purchasing decisions. Those factors include the email and web experiences created by brands, as well as issues like sustainability and inclusivity. In addition to lots of great data, the report…
The Fold in the Inbox: Hard Line, Soft Line, or Imaginary Line?
Similar to how you can’t see the content below the fold of a newspaper without opening it, the email fold is that point on a screen where a subscriber can’t see any more content without scrolling. There’s been a long-simmering debate in the industry about how important this line is to email…
Apple’s MPP May Drive Email Design Changes that Actually Hurt Customer Engagement
Apple’s Mail Privacy Protection will have a broad range of effects on email marketers, impacting email analytics, design, deliverability, personalization, and optimization efforts. Sadly, subscribers who enable MPP will receive less relevant emails and more emails than they would have otherwise gotten if marketers could better measure their engagement through opens. I…
Dyspatch: Modular Email Design – A System Built for Speed and Scale
Modular email design is on the rise. In this post by Terri Reid of Dyspatch, she talks about what modular email design is, what its benefits are, what it looks like in action, and much more. Here at Oracle Marketing Consulting, we’re big fans of modular email architecture, so I was happy…
The Advantages of Gender-Neutral Messaging
Gender-neutral marketing creates new possibilities for your customers, allowing them to view your products and services free of gender constraints. To put it plainly, gendered marketing reduces your addressable audience and alienates a growing number of consumers who prefer gender-neutral messaging, while gender-neutral marketing is more inclusive and more reflective of our…
EEC: Apple’s Privacy Moves – Sky Falling or Time to Innovate?
The Email Experience Council asked me and 11 other industry thought leaders to provide their initial reaction and take on Apple’s newest privacy change to limit email tracking and mask IP addresses on the Apple Mail app, and its potential implications on email marketing. For my part, I said: “Consumers have been…
14 Ways Email Marketers Should Adapt to Apple’s Mail Privacy Protection
Apple’s announcement on June 7 of new privacy protections, debuting this fall in iOS 15, iPadOS 15, macOS Monterey, and watchOS 8, has generated mixed reactions. Some marketers fear the demise of email marketing, while others have dismissed the announcement as a non-event. We think the actual result will fall somewhere in…
Dyspatch: 9 Ways to Get More Email Survey Responses
Email marketing is a great way to drive survey responses. I join other experts in talking with Liz Willits about ways to get more email survey responses. My advice centers on how to use interactivity to lower barriers and boost responses. I say: “AMP for Email and CSS-based interactivity make surveys easier…
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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