Email Marketing RulesMillennials Driven to Opt-out and Report Spam Largely by Same Factors as Everyone Else
Our Adapting to Consumers’ New Definition of Spam research, which surveyed more than 1,300 American adults, found that millennials were the same as older generations in many ways when it came to their email behavior. However, there were some differences. Here are the five biggest differences that we could find from our…
Quick Email Marketing Wins in 2015
Going into the New Year, instead of focusing on the new, why not focus on the easy. Below are my picks for email marketing initiatives that are low-effort and high-return: Optimize your snippet text Implement predictive intelligence for personalized recommendations Add defensive design elements to your email templates Test special characters in…
Gmail’s Native Unsubscribe Link: The Upside and Downside
Gmail is making email marketers sweat again. In the last year alone, the debut of Tabs caused all-out panic, image caching set new open rate baselines, and grid view led to rendering concerns. Now Gmail is following up with a partial rollout of a highly visible native unsubscribe link in March with…
Gmail’s Native ‘Unsubscribe’ Link: Should I Use It?
Gmail has made their native unsubscribe functionality much more prominent, moving their “unsubscribe” link so that it’s right after the “from” name in the inbox. Previously, it was usually hidden behind a dropdown menu. As before, Gmail only adds the native “unsubscribe” link to emails that include the list-unsubscribe header and—critically—only if…
Are You Giving Those Who Unsubscribe the Cold Shoulder?
Is your unsubscribe process in line with your brand? What message does your unsubscribe page and opt-out confirmation page send to your customers? Too often those who opt out are met with a process that seems uncaring and messaging that conveys indifference and disinterest that sometimes borders on quiet hostility. For instance,…
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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