Email Marketing Rules

The 2 Social Contracts Being Broken by Apple’s New Privacy Protections

the-2-social-contracts-being-broken-by-apple’s-new-privacy-protections

Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to say that these norms amount to social contracts, which Apple is now putting marketers…

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Dyspatch: 11 Quick Tips to Avoid the Email Spam Folder

dyspatch:-11-quick-tips-to-avoid-the-email-spam-folder

There are no sneaky loopholes to trick the algorithms. But there are rules and tips you can use to hit the inbox and avoid the spam folder. In this post, Dyspatch talks with me and three other email experts to assemble 11 quick, proven ways to send emails that always land in the inbox: Get permission Set expectations and follow through on them Send valuable…

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Webbula: If You Could Only Use 2 Email Metrics

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As part of their Ask the Experts series of video interviews, Webbula asked: “If you could only use two email metrics, which two would you use?” I was happy to be among eight email experts selected to answer. I said return on investment (ROI) to help prove business justification, and subscriber lifetime value to help align email marketing with those that are being served. I…

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How to Optimize Web Modals and Boost Visitor Engagement

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 by modals every time they visit, says Oracle Maxymiser’s Chris De Marinis, Head…

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Drive Your Customer Loyalty Program with Automated Campaigns

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Just like email subscribers have their own distinct lifecycle that’s separate from the overall customer lifecycle, loyalty program members do too. They’re acquired by loyalty programs, get onboarded, need engagement as well as reengagement, and eventually transition out, usually passively. Automated email, SMS, direct mail, and other marketing campaigns have a key role in ushering and supporting loyalty members through each of these stages to…

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The Advantages of Gender-Neutral Messaging

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Gender-neutral marketing creates new possibilities for your customers, allowing them to view your products and services free of gender constraints. To put it plainly, gendered marketing reduces your addressable audience and alienates a growing number of consumers who prefer gender-neutral messaging, while gender-neutral marketing is more inclusive and more reflective of our changing society. This is especially true for Generation Z, which are 40% of…

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Holiday Marketing Quarterly: Third Quarter 2021 Checklist

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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 marketing experts. The third quarter is focused on the final prep for the…

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The Last Word on June 2021

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A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports ‘Dear Intern: it gets better.’ Monica Lewinsky joins Twitter users backing the HBO Max intern behind the ‘Integration Test Email’ fail (MarketWatch) Losing Open Tracking Will Not Kill Email (Martech Today) BIMI: Images and Resolutions (The BIMI Group) How the U.S. Got Boxed in on…

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Identifying ‘Real Opens’ Is Key to Adapting to Apple’s Mail Privacy Protection

identifying-‘real-opens’-is-key-to-adapting-to-apple’s-mail-privacy-protection

Apple’s new Mail Privacy Protection features will have widespread implications for email marketers. Why? It’ll affect everything from email analytics and deliverability to email strategy and design in a significant way. That’s because these changes, which debut this fall, will prevent email senders from seeing Apple Mail users’ open behavior, IP address, location, and device information. In particular, the lack of visibility around opens will…

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EEC: Apple’s Privacy Moves – Sky Falling or Time to Innovate?

eec:-apple’s-privacy-moves-–-sky-falling-or-time-to-innovate?

The Email Experience Council asked me and 11 other industry thought leaders to provide their initial reaction and take on Apple’s newest privacy change to limit email tracking and mask IP addresses on the Apple Mail app, and its potential implications on email marketing. For my part, I said: “Consumers have been consistent in wanting more privacy and more relevant emails—not fully appreciating that these…

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Webbula: Promotional Tab vs. Primary Tab in Gmail

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Some marketers worry a lot about whether their emails land in their subscribers’ Primary tab or Promotions tab in Gmail. To get a sense of whether marketers’ worry with worthwhile, Webbula reached out to me and six other email marketing experts to get our takes. For my part, I think concerns about tabs are way overblown—and there seems to be a high level of agreement among…

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Webbula: The Industry’s Reaction to Apple’s New Privacy Protections

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In the wake of Apple announcing that it would soon be disrupting tracking pixels, obscuring IP addresses, and pre-fetching and cached images for its Apple email client users, Webbula wanted to take the pulse of the email marketing industry and determine how everyone is feeling and what they think this means of our industry. Along with 11 other digital marketing experts, I share some of…

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13 Ways Email Marketers Should Adapt to Apple’s Mail Privacy Protection

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Apple’s announcement on June 7 of new privacy protections, debuting this fall in iOS 15, iPadOS 15, macOS Monterey, and watchOS 8, has generated mixed reactions. Some marketers fear the demise of email marketing, while others have dismissed the announcement as a non-event. We think the actual result will fall somewhere in the middle, but marketers should prepare for impact to analytics, deliverability, and email…

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Website Optimization Ideas to Explore: An Oracle Consulting Checklist

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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 one about optimization ideas for your website, mobile app, and other landing pages.…

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Pandemic Email Audience Changes: Managing the Risks and Opportunities

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 and many people didn’t want to go to the stores that were open,…

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The Last Word on May 2021

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A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Senators Roll Out Bipartisan Data Privacy Bill (The Verge) Email Marketing for Gen Z: Statistics and Strategies (MailPoet) Email Resources Email Marketing Benchmarks and Statistics by Industry (Mailchimp) US 2020 Messaging Engagement Report (Twilio SendGrid) Insightful & entertaining tweets Email marketer culture is sending a…

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What Is and Isn’t a Transactional Email?

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This question is more challenging than you think. And how a company answers it has a major impact on the size of the audience it’s able to reach with that message, as well as legal ramifications. That’s because transactional emails can be sent to all customers for whom you have email addresses. This includes those who haven’t opted in to receive your promotional messages, as…

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Dyspatch: 9 Ways to Get More Email Survey Responses

dyspatch:-9-ways-to-get-more-email-survey-responses

Email marketing is a great way to drive survey responses. I join other experts in talking with Liz Willits about ways to get more email survey responses. My advice centers on how to use interactivity to lower barriers and boost responses. I say: “AMP for Email and CSS-based interactivity make surveys easier for subscribers to complete. That’s because subscribers can immediately see the survey without…

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Email Marketing Audit: Spotlighting 4 Commonly Neglected Areas

email-marketing-audit:-spotlighting-4-commonly-neglected-areas

It’s easy to get caught up in the day-to-day operations of your email marketing program—rushing to get the next campaign out. It’s hard work! But if you’re on auto-pilot, you might neglect several strategic and structural areas of your program. While your marketing technology stack is advancing with new features, your marketing programs might not be. Sound familiar? If so, Oracle Marketing Consulting’s Sophie Haywood…

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Doug & Friends Podcast: How to Become a Niche Expert with Chad White

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I was pleased to join Doug Dennison, CEO at MailNinja and owner of Chimp Essentials, on his new podcast to talk about how to become a niche expert. On the show, I share my own personal journey, during which I’ve written three books and more than 3,000 posts and articles about email marketing and was named the Email Experience Council’s 2018 Email Marketer Thought Leader…

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