Email Marketing RulesEmail Signup Failures at Crisis Levels
Opt-in failures are costing brands high-quality subscribers and dampening their list growth. More than 15% of homepage and site registration email signup processes resulted in failures, according to ExactTarget research involving more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits. This is a worsening from several years…
Category: Uncategorized
Tags: List Building & Profiling, Onboarding & Welcome Emails, Permission
The Fundamental Imperatives of ‘Email Marketing Rules’
Back in November of 2010, I wrote an Email Insider column titled ‘Best Practices’ Are Dead, in which I argued that the term “best practices” has been much abused and was too broad to cover what I called the never-break “Ethical Imperatives” and the okay-but-unwise-to-break “Recommended Practices.” I didn’t know it at…
Category: Uncategorized
Tags: Permission
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 at Oracle Marketing Consulting
Author of Email Marketing Rules
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