Email Marketing RulesOutstanding Email Marketing Examples of Subject Lines
The goal of subject lines is often misunderstood; its influence underestimated; and its relationship with preview text ignored. But even when you understand that the goal of a subject line is to generate openers who are likely to convert, that subject lines can drive offline action, and that preview text is important,…
Burnt Hand Deliverability Practices
Brands tend not to spend much time thinking about their deliverability until it’s on fire and many or all of their emails are being blocked. Faced with huge losses of revenue and engagement, brands then rush to try to do the right things to get back in the good graces of inbox…
4 Tips on How to Avoid These 8 Embarrassing Preview Text Mistakes
Preview text is the third leg of the inbox stool, and a great many brands are delivering some rickety, off-balance inbox experiences because they’re not paying enough attention to their preview text. In this SlideShare deck, we highlight eight preview text mistakes that are undermining customer experiences in the inbox, sharing real-world…
Outstanding Email Marketing Examples of Defensive Design
Defensive design consists of design techniques that allow an email to communicate its message effectively when images are blocked. The most common defensive design tactics include: HTML text, as opposed to graphical text that embedded in images ALT text, which is text that appears in the place of your images when they…
The Last Word on July 2017
A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Why no one has ‘re-invented’ email yet (Mashable) Thou Shalt Not Rent Email Lists: An Interview with Adestra’s Ryan Phelan (MediaPost) Amazon sent nearly 700 million promotion emails on Prime Day (Digital…
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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