Email Marketing RulesAre We Approaching Peak Email Marketing Frequency?
For the nearly two decades I’ve been in the email marketing industry, everyone has always fretted about whether or not they’re sending too much email—and then they’ve gone ahead and sent more email. A few years ago, I spoke to a reporter who was convinced that email frequency was absolutely out of…
We’ve Lost Preview Text for Email to AI Summaries. Are Subject Lines Next?
After a long period of relatively stable, if imperfect email inbox environments, the past few years have seen a flurry of investments by Apple, Google, and Yahoo, who impact the vast majority of emails sent. (Microsoft has been almost entirely quiet.) While the first wave of this innovation was all about privacy…
Inbox Survival Guide
Email marketing is evolving, driven by changes at inbox providers and new technologies available to marketers. When I got together with Chintan Doshi, Mavlers’ Head of Email & CRM, for their Marketing Insiders Series, that was the focus of our conversation. Over the course of an hour, we talked about: The most…
Survive the AI Takeover of Search — 5 Moves Every Brand Must Make
Traditional search—and Google, in particular—is under serious threat of being dislodged as the starting point for many buyers’ journeys. In January, ChatGPT and other alternatives drove Google’s search engine market share below 90% for the first time since 2015, according to Statcounter. And the sharks are circling more aggressively now, with both…
The AI ROI Killer Lurking in Your Architecture: Data Access Charges
Even when you have a first-rate artificial intelligence solution, so much of your success with it comes down to the data you have to fuel it. Do you have quality data to drive the AI solution? Do you have the necessary depth of quality data to drive the AI solution? Do you…
How Tariff Messaging Can Make or Break Brand Loyalty
Chaotic tariff policies have disrupted businesses and cratered consumer confidence. According to The Conference Board, consumer expectations for the future are at a 13-year low, having fallen for the fifth consecutive month as of April. Separately, the preliminary reading of consumer sentiment in May dropped to the second-lowest on record since the…
Gmail’s Email ‘Upgrades’ Are Actually a Step Backward
Just like the saying, “When all you have is a hammer, everything looks like a nail,” when you’re the biggest online advertising company in the world, everything starts to look like an ad. This thinking appears to be behind more and more of Google’s recent changes at Gmail. Let’s examine three programs,…
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…
Is This the Beginning of the End of Big Social Media?
A few years from now, we may look back on 2025 as the beginning of the end of two long-standing mega pillars of the internet. The first is Google’s domination of the search engine marketplace, which is being disrupted by generative AI platforms like ChatGPT and Perplexity, with Google’s market share falling…
The Biggest Shifts in Email Marketing Trends for 2025 [with on-demand webinar]
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…
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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