Email Marketing RulesThe Untapped Opportunity for Weekend Promotional Emails
During my more than a decade of doing email marketing research, email volume during the weekend has always been significantly lower than during the weekdays. At the same time, response rates have always been higher during the weekend. Yesmail’s latest research re-confirms this pattern and begs the question: Why has this disconnect…
Why It’s More Likely Now that We’ll Be Able to FixOutlook
Frustrations with email rendering in Outlook run deep. They date back to 2007 when Microsoft switched its Outlook rendering engine from Internet Explorer to Word, which had—and still has—poor support for HTML and CSS. Those frustrations boiled over with the FixOutlook.org Project, which Campaign Monitor started in 2009. Aimed at getting Microsoft’s…
Marketing Tips to Drive Holiday Sales & Revenue
The holiday season is on the horizon. Along with 19 other experts, BigCommerce asked me for my top tip for a successful holiday season. My top holiday marketing tip was: Start planning now! The majority of brands don’t plan their holiday email marketing campaigns more than 2 months in advance, according to…
Teaching the Email Marketer How to Fish
Do you know what email marketing success looks like? Are you sure? Adobe just published a new interactive ebook that explores… What email metrics marketers should use to define success How success will be redefined over the next 5 years The barriers to email marketing success How the C-suite and email marketers…
Holiday Email Marketing: 4 Reasons to Start Planning Now!
Black Friday, the unofficial start of the holiday season, is just a little more than three months away—and 80% of marketers haven’t begun planning their holiday email marketing campaigns yet. Here are four reasons that email marketers should be planning further out for peak season campaigns like holiday campaigns: Most retailers send…
Responsive-Aware Email Design’s Growing Appeal
Several years into the Age of Mobile, brands are finally catching up to consumers, who have been well ahead of them in adopting a mobile. Spurred by Google penalizing websites that aren’t mobile-friendly in search results, 93% of B2C brands now have websites that render and function well on desktops and smartphones,…
Innovative Partner Interview with Movable Ink
I recently spoke with Movable Ink, which just integrated Litmus’ Instant Previews into their platform. Here are the questions they asked me: How does email marketing fit into the larger digital marketing picture? How have you seen email greatly impact your business? When is email data most critical to your efforts: During…
Production Time Weighs Heavily on Email Design Choices
While all the buzz has been around fully responsive and hybrid design, that’s not where the adoption has been. Instead, B2C brands have been adopting mobile-aware and responsive-aware email design. Mobile-aware email design (also known as scalable email design) involves basic coding techniques such as using a single-column layout, large text and…
The Last Word on July 2016
A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Why Most Agencies Stay Away from ROI Metrics (MediaPost) Understanding The Email ‘Frequency Math Effect’ (MediaPost) When and How to Create Customer Journey Maps (Nielson Norman Group) The popularity of personalization by…
Infographic: 2016 Mobile-Friendly Email & Landing Page Trends
Consumer adoption of mobile devices and the accompanying shift in online behavior has consistently outpaced brands’ ability to deliver mobile-friendly behavior. But major progress has been made over the past year, according to joint research by Litmus and the Salesforce Marketing Cloud. Our research found that mobile-friendly websites have become almost universal…
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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