Email Marketing RulesThings 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 Too many people incorrectly think that email marketing hasn’t changed much over the years, so outdated information tends to get recirculated over and over and over.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,…
What Email Marketers Should Be Upset About
There’s no shortage of things in email marketing to be irritated about. The lack of email coding standards, the inconsistent email rendering, the partial support for CSS-based interactivity, the partial support of AMP for email, inconsistent implementations of dark mode, how expensive BIMI VMCs are,… Marketers have also been perpetually frustrated by…
Digital Marketing Domination podcast: Optimizing Email Campaigns
What’s a good open rate? A good click rate? What metrics should businesses be focusing on? And how can they increase them? I join Digital Marketing Domination podcast host Jamil Zabaneh to talk about how businesses can optimize their email marketing results, and much more. Here’s a rundown of our conversation during…
The Right Success Metrics? Depends on Your Email Marketing Business Model
As frustrating as it is to hear “It depends” when you need an answer, it’s far worse to get an overly simplified answer that flattens all the nuance out of a situation. Often, that’s the case with email marketing success metrics. Email opens? Clicks? Revenue? Chances are you’ve seen those held up…
Email’s Not Dead Podcast: The Latest Changes to Email Marketing
Email marketing is constantly changing, which was the driving force behind me writing a 4th Edition of “Email Marketing Rules.” I join Email’s Not Dead podcast hosts Jonathan Torres and Eric Trinidad to talk about the latest edition of my book and the major changes that have happened just since its release…
4 Stakeholders Every Email Marketing Program Has & What They Want
Email marketing is as powerful as it is complicated—and that complexity is slowly growing over time. The reason it’s so complex boils down to one simple fact: Email marketing has multiple stakeholders, each with their own agenda and priorities. Email marketers have the challenging job of satisfying all of those stakeholders and…
4 Major Factors Impacting Email Marketing Performance This Holiday Season
It’s not enough to have meaningful external benchmarks and solid internal benchmarks. Marketers need the right perspective and context to properly use those benchmarks and to appropriately interpret their current results. That’s especially true during fast-moving peak seasons, like the holiday season for retailers and ecommerce brands. When measuring your email marketing…
Email Opens Are Not Dead: What’s Changed & What’s Not
Email opens have never been an incredibly accurate metric. Our approximation for the reads that inbox providers see, tracking pixel-based opens are deflated by image caching, image blocking, and email clients that don’t render images, such as voice assistants and smart watches. And they’re inflated by pre-fetching—most notoriously by Apple’s Mail Privacy…
The Business Storytelling Show: The Email Marketing Rules to Follow
Some email marketing rules are legally required. Others are essentially required by inbox providers. And still others are driven by the expectations of subscribers. That was the core of the conversation I had with The Business Storytelling Show podcast host Christoph Trappe about email marketing and the 4th edition of Email Marketing…
Your Most Important Job as an Email Marketer Is…
When you saw the headline for this post, what did you think? Perhaps you thought… To get your campaign opened? To get your campaign clicked? To get a campaign conversion? To explore your options for where to put your focus… >> Read the entire post on Oracle’s Modern Marketing Blog
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
Features
