Email Marketing RulesEmail Marketing in 2015: What’s In and What’s Out
I recently spoke with Natasha Smith of DM News about which email marketing strategies, tactics, and tools will be more important next year and which will be less important. WHAT’S OUT Batch-and-blast “One size fits all” static emails Standard subject lines WHAT’S IN Predictive analytics Responsive design Subject lines with #hashtags Real-time…
The POGLE Media Model: Paid, Owned, Granted, Leased, and Earned
The paid-owned-earned (POE) media model did a good job of describing traditional media, but it has done a poor job of accommodating most digital channel activities, which have generally been stuffed awkwardly into the owned media bucket. To bring greater clarity to the marketing mix, we need new language and a new…
Inbox by Gmail: 3 Experts Share Their Thoughts on Its Impact – Part 2
Inbox by Gmail is the latest email innovation by Google to get marketers wringing their hands and worrying about how their programs will be affected. To help determine its impact on marketers, BrightWave CEO Simms Jenkins interviewed Ryan Phelan of Acxiom, Jay Jhun of BrightWave, and myself about the new app. In…
Out with the POE Media Model – In with the POGLE Media Model
In my latest Email Insider column for MediaPost, I argue that it’s time to expand the paid-owned-earned (POE) media model to include granted media and leased media, creating new categories for channels like email, SMS/MMS, and social media. Currently those digital channels are slotted under owned media, which is content created by…
Inbox by Gmail: 3 Experts Share Their Thoughts on Its Impact
Google has been innovating furiously around its email products over the past two years with their latest release being Inbox by Gmail, which is a new mobile email app. To help determine its impact on marketers, BrightWave CEO Simms Jenkins interviewed Ryan Phelan of Acxiom, Jay Jhun of BrightWave, and myself about…
Google’s New Inbox App: What It Means for Marketers
Google continues to place a huge emphasis on innovating around the email inbox, announcing a new email app simply called Inbox. This move follows the wider rollout of a native unsubscribe link, turning on images by default with image caching, introducing grid view, and launching Gmail Tabs—all in the last year and…
Getting Email Out of the Friend Zone
Email may be a fairly mature channel, but it still outshines other newer, sexier channels like mobile and social. In the fact, the emergence of those channels has only strengthened email, cementing it as the power retention marketing channel. In this interview with Elyse Dupre of DM News, I make the case…
5 New Email Marketing Terms
As a former journalist, I love how email marketing is always changing. As an English major, I love language. At the intersection of those is the creation of new terms to describe emerging and existing practices, tactics, and tools in email marketing. Over the past decade, I was in the right place…
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
Features
