Email Marketing RulesInboxing Podcast: Special Guest Chad White
I join host Hillel Berg for the second season of the Inboxing Podcast. During the hour-long conversation, we talk about: Mobile-friendliness Inclusive design and email accessibility Email marketing’s unique advantages The need to continue desiloing the email marketing channel List building Why I wrote “Email Marketing Rules” My top 5 email marketing…
Hide My Email Elevates Risks of Temporary Email Addresses
Email marketing is a great way to build long-term relationships, but marketers have always wrestled with accepting low-value email addresses from would-be subscribers. B2C brands wonder if a subscriber has provided their primary email account or a secondary address they check far less frequently. And B2B marketers debate accepting freemail addresses or…
Email Marketing’s Increasing Role as Third-Party Cookies Disappear
While some think that Google giving marketers two more years to prepare for the depreciation of third-party cookies will lead to complacency, I hope that brands maintain the momentum of recent months. Without a doubt, this change across the entire online advertising industry is causing a major shift in digital advertising targeting…
Only Influencers’ Email Metrics Project: Ask the Right Email Questions
Email metrics are confusing and can be easily misunderstood and misused. To help marketers avoid mistakes, Only Influencers has launched The Email Metrics Project at oimetrics.com. This website is home to definitions, articles, and videos to educate marketers on how to calculate and appropriately use email marketing metrics. I’m honored to have…
Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist
Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this…
Hide My Email: A New Reason to Only Accept Corporate Email Addresses
Lead-generation forms and promotional email signups are a value exchange between B2B marketers and their intended audiences. In exchange for research and other content, B2B brands hope to: Improve how form-completers think of their brand, hopefully nudging them toward an eventual conversion Identify the form-completer and the company they represent, and then…
How to Optimize Web Modals and Boost Visitor Engagement
Popups, popovers, slide-ins, lightboxes, and other web modals are powerful because they demand attention. However, when they demand too much attention too loudly or especially too often, they can be incredibly annoying. That can lead to an increase in site abandonment, and even keep consumers from returning if they anticipate being harassed…
Pandemic Email Audience Changes: Managing the Risks and Opportunities
List building has been challenging over the past 18 months, which has now made managing subscribers a challenge. Before talking about the issues that are pressing now, let’s look at how we got here… When coronavirus lockdowns started in March last year, consumer behaviors started to rapidly evolve. Many stores were closed…
Subscriber Needs Your Preference Center Should Address
Despite having lots of tools to optimize contact frequencies based on changing subscriber behaviors, the reliance of most companies on last-click attribution strategies and a focus on short-term campaign-centric goals has created a strong bias toward ever-increasing frequencies across all channels. Inevitably, this will leave many of your customers feeling overmessaged and…
Holiday Marketing Quarterly: Second Quarter 2021 Checklist
Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 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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