Email Marketing RulesEmail Content’s 6 Degrees of Personalization
Email content personalization has come a very long way. I remember back around a decade ago when personalization was synonymous with first-name merges. Now there are so many ways to personalize messages for individual recipients. Here are six aspects of your subscribers by which to personalize your emails to them: Who They…
Find Your Email Inspiration in the 2014 Best of the Email Swipe File
A swipe file is a record of your top-performing campaigns that you return to for learnings and ideas. It was this concept that inspired us to create the Email Swipe File on Pinterest, where we share the emails and landing pages that excite and impress us. We’ve already shared more than 310…
Email Marketing Double-Dog Dares: Vol. 4
Since email is a fast-moving, fast-evolving channel, marketers must be experimenters to succeed at a high level. With that in mind, I dare you—no, I double-dog dare you—to test these six out-of-the-box, bleeding edge, and fun/weird ideas: 1. Bring transparency and rewards to email activity. Especially now that ISPs are factoring engagement…
Don’t Forget Your Subscribers’ Signup Anniversaries
Signup anniversary emails, like most triggered emails, generate strong returns. They are similar to birthday emails, except you don’t need to know subscribers’ birth dates. Plus, you have more flexibility as to when to send them and you can have them escalate over the years, providing greater rewards to those who have…
Super-Engagement: Increasing the Value of Your Most Valuable Subscribers
Engagement is critical to email marketing success. It’s so important that when our regularly scheduled broadcast emails fail to engage, we launch reengagement campaigns to reactivate inactive subscribers or those in risk of becoming inactive. That’s smart because reengagement efforts improve deliverability and extend the time that subscribers are on your list,…
100 Inspiring Subject Lines: 4 Subject Line Personalization Examples
While first-name personalization of subject lines can still be effective when used prudently, it has become clear that subject line personalization has moved beyond first names. At this point, knowing a subscriber’s name is just not very impressive, and not a convincing indicator that the content of the email is personalized and…
5 Ways to Improve Your Cart Abandonment Emails
Shopping cart abandonment emails are among the most powerful messages a marketer can send, but they could be even more powerful. Our most recent research into cart abandonment emails shows that there are five clear opportunities to strengthen them: 1. Send Quickly. For most consumer purchases, the effectiveness of cart abandonment emails…
The State of Email Marketing Is…
…strong, but could be stronger, according to the finding of our 2014 State of Marketing report, which surveyed more than 2,500 marketers. First, the testaments to email’s strength: Eighty-eight percent of marketers use email marketing and another 9% said they plan to launch an email program this year. Only 3% said they…
I’m Visited by the Ghosts of Predictions Past, Present, and Future
In my latest Email Insider column for MediaPost, I reluctantly cast myself in the role Emailnezer Scrooge and am visited by three ghosts that hold me accountable for my past email marketing predictions and press me for an assessment of the present and for predictions of the future. >> Read my entire…
Few Retailers Respond to Abandoned Carts on Cyber Monday
In my second guest column for ClickZ this holiday season (here’s the first), I take a deeper dive into the cart abandonment email research that’s highlighted in our Email Insights & Trends from Thanksgiving, Black Friday & Cyber Monday #Infographic. On Cyber Monday, ExactTarget clicked through the promotional emails sent that day…
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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