Email Marketing RulesHow 5G Wireless Will Impact Marketers
When 5G wireless networks and devices start to take hold later this year, they will fundamentally change consumer behavior and open up new marketing opportunities for companies, as well as new pitfalls. It’s a game-changer because 5G wireless is roughly 10 times faster than today’s 4G networks and provides much more accurate…
On-Demand Webinar: The Email Subscriber Lifecycle
To nourish and grow an email relationship, you need to cater to your subscribers’ needs and wants throughout the entire subscriber lifecycle. That means developing tactics to address the major subscriber moments from beginning to end. During this free 44-minute on-demand webinar, I discuss: The six stages of the subscriber lifecycle, from…
On-Demand Webinar: The Hierarchy of Subscriber Needs
The key to modern email marketing success is creating relevance for your subscribers. However, this cure-all is often discussed in vague, mystical terms within the narrow context of company-specific examples. Although relevance is indeed in the eye of the beholder, achieving it is both describable and measurable. The Hierarchy of Subscriber Needs…
Common Marketing Outliers: Identifying & Managing Them
The chances are high that your audience across your various channels is diverse—made up of people with different needs, different values, different constraints, and more. That’s why smart marketers develop marketing personas to help them better cater to the various groups of people that their brand attracts. However, sometimes one or more…
On-Demand Webinar: The Questions to Ask Instead about Email Frequency & List Building
Not achieving your email marketing goals is frustrating, but achieving your goals and then not achieving success is devastating. This happens when marketers and executives ask the wrong questions. When that happens, the answer almost doesn’t matter, because it’s likely to cause you to put the wrong strategies in place regardless. A…
Email Evolution Conference 2020: The State of Email Marketing
Marketers are operating in turbulent times. The challenges are daunting: The worst health crisis since 1918 The worst financial crisis since 1933 The worst social unrest since 1968. The shock to the system has been so great that marketers have largely scrapped their 2020 marketing plans. March marked the new start of…
Netcore Podcast: There Is Opportunity in Disruption and Email Is the Key
Email marketing has changed in dramatic ways since March. I join Netcore’s Email Unplugged Podcast to speak with Dennis Dayman about these changes and how marketers have responded and what they should think about moving forward. During our conversation, we talk about: Companies’ coronavirus crisis messaging in mid March and how consumers…
How Coronavirus Has Shifted Consumer Preferences
The COVID-19 pandemic clearly drove some new consumer behaviors: 28% of online grocery shoppers surveyed in March, for example, had made their first online grocery order ever that month because of coronavirus concerns, according to CPG marketing agency Acosta. The unknown is whether those behaviors will stick. Human behavior is incredibly elastic…
Email Innovations Summit 2020: Prioritizing Which Email Innovations to Pursue
You can’t—and shouldn’t—chase every email marketing trend. To help you prioritize which email innovations you should invest in, we surveyed Oracle CX Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact…
As Coronavirus Restrictions Ease, How to Adjust Your Email Strategy
We’ve talked in recent weeks about how marketers should respond to the systemic shock caused by coronavirus—how you start by sending crisis messaging and then adjust your promotional messaging strategy to stay aligned with new email behaviors and new consumer preferences. Now businesses are facing questions around how to handle the easing…
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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