Email Marketing RulesDesign Analytic: Identify and Solve Actual Problems
Marketers have access to innovative technologies and massive amounts of data to enable connected customer experiences, but time and time again we see our clients struggling to activate it all. Marketers are defining their strategies, selecting key performance indicators, and determining the customer experiences they need to drive those KPIs. Then they’re…
Doing an Email Marketing Holiday Post-Mortem
With the New Year shining brightly and full of promise ahead of us, most B2C marketers would love nothing more than to put the holiday season behind them and look ahead to Valentine’s Day and the spring season. We urge you to resist the temptation. Ensure that you learn the lessons of…
Properly Diagnosing Email Performance Problems
When faced with a problem, it’s easy to get sidetracked into focusing on superficial metrics or jump to conclusions, especially when it involves what appears to be a quick fix. Instead, marketers need to look beyond the obvious and easy, and ask deeper questions about email performance like: What’s the core driver…
How to Prevent Affiliate Marketing from Cannibalizing Your Email Channel
Have you ever taken a step back and looked at your own shopping habits and tried to understand how they impact the way you evaluate digital marketing performance at your company? I know I’ve developed a tendency to stop at checkout—no matter what website I am on—and search the internet for any…
‘Let’s Be Good’: Lessons in Servant Marketing
“Let’s be good at what we do, but let’s be good, too,” said Lisa Harmon Stephens, Oracle Marketing Cloud Consulting’s Head of Creative Services, to conclude her locknote presentation at Litmus Live Boston earlier this month. Her presentation was about Servant Marketing, which is marketing that puts customers’ needs first, rather than…
On-Demand Webinar: Poor Email Performance Visibility – You Can’t Fix What You Can’t See
Email marketing programs are complex three-dimensional objects. If you don’t look at them from all angles and shine a light into the nooks, you simply can’t see it all. And if you can’t fully see it, you have little hope of fully understanding it, much less optimizing and mastering it. Unfortunately, there’s…
SEMrush’s Marketing Scoop Podcast: What Works Best for Email Marketing Now?
How can content marketing and email marketing work together? That was the central question that AWeber’s Jill Fanslau and I tried to answer when we appeared on the Season 2, Episode 33 of SEMrush’s Marketing Scoop podcast. During the episode, we talked about: What’s changed in email marketing over the past few…
Litmus’s Delivering Podcast: Asking the Right Questions
Email analytics are pivotal to achieving marketing success, but many marketers misunderstand what the numbers are telling them or set the wrong goals. In episode 3 of Delivering podcast, Litmus’s Jason Rodriguez and I talk about: Where brands go wrong with email analytics The most commonly misunderstood metrics The right email metrics…
Why Preview Testing Every Email You Send Increases Your ROI
Email design is a moving target. Whether marketers like it or not, it’s impossible for them to create a single email design, because the rendering of any individual email changes depending on the email client used to view it, the screen size used to view it, and many other factors. By our…
Our Favorite Litmus Reports of 2018
Litmus published five reports and six whitepapers during 2018, covering a wide range of email marketing topics from analytics to email service providers and interactive emails to email’s return on investment. The reports and whitepapers we released during 2018 include: 2018 State of Email Analytics 2018 State of Email Service Providers 2018…
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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