Email Marketing RulesIn 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
GVP of CRM Strategy
Zeta Global
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
