Email Marketing RulesThe New Litmus Test for a Great Email Marketing Program
I used to say the hallmark of a great email marketing program was that they have a robust A/B testing program. It’s not just because I consider A/B testing a key optimization tool and a vital part of “listening” to subscribers, but because if a brand is taking the time to follow…
The Email Marketing Rules for Measuring Success
In my latest Email Insider column for MediaPost, I discuss three poor email marketing success metrics and explain what a better alternative metric is in each case. Instead of unqualified list growth, where every new subscriber is viewed as equally valuable, I recommend using “real list growth.” This metric adjusts for subscriber…
In Defense of ‘Low’ Open Rates
No one wrings their hands over email marketing’s stellar ROI, but I’m surprised by how often a big deal is made out of “low” open, click and conversion rates. Everything is about perspective. And that’s absolutely the case when looking at open rates, which can be highly misleading, especially when compared over…
Email Marketing Is Blind in One Eye
Measuring the performance of your email marketing efforts is critical. It’s vital to maximizing program revenue, as well as subscriber happiness. But email marketing is not nearly as measureable as we like to think it is. Ignoring how unreliable so-called “open” rates are, subscribers react to our emails in a lot of…
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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