Email Marketing Rules6 Manipulative Email Tactics that Disrespect Subscribers—And Hurt Marketers
While brands everywhere are embracing customer-centricity, many relics of brand-centric thinking are still out there. This is especially true in the email marketing industry, where we often vilify inbox providers and second-guess our subscribers’ intentions and intelligence. Let’s resolve to focus more on serving our subscribers instead of trying to manipulate them,…
Outstanding 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,…
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…
I’m a Who in Phrasee’s ‘Who to Follow’ Series
I’m excited to be the latest to be interviewed for Phrasee’s fun ‘Who to Follow’ Series. We talk about the new edition of my book, Email Marketing Rules, and where email marketers go wrong with metrics and subject lines. We also talk about what the future holds for email marketers and how…
The Marketing Book Podcast: “Email Marketing Rules” by Chad S. White
I had the honor of being the very first email marketing book author on The Marketing Book Podcast, which is hosted by Douglas Burdett. During episode #130, Douglas and I talk about: How email marketing is de-siloing and being integrated with other channels and business functions How email is granted media, not…
What Is the Biggest Email Marketing Myth?
Doing email marketing right is challenging in the best of circumstances. But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray. To put you on the right course, we’re busting 25 email marketing myths—many of which you’ve probably heard repeated so…
Top Email Copy Tips from 12 Email Experts
Is there a secret sauce for great email copy? To find out, Tim Watson asked 12 email experts, including myself, to share their #1 email copy tip. Here’s my advice: Shorter is better, and clarity is king. We’ve been doing a lot of A/B testing here at Litmus over the past year…
An Essential Preview Text Hack
Email clients that support preview text dedicate at least as many characters to it as subject lines—and in some cases, they give it twice as many. So, it’s valuable real estate that marketers can use to convince subscribers that opening their emails is worthwhile. However, preview text has always been a bit…
3 Embarrassing Subject Line Mistakes to Avoid
Subject lines are incredibly powerful, and marketers know it. That’s why, for instance, subject lines are by far the most A/B tested email element, according to Litmus’ 2016 State of Email Design. But despite the recognition of their importance, subject lines mistakes are not uncommon. These mistakes are devastating to email performance…
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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