Email Marketing Rules

Customer First Thinking Podcast: Email Still Rules


Email marketing never seems to get the respect it deserves, yet consumers continue to prefer it over every other media channel, says Stephen Shaw, host of the Customer First Thinking Podcast. I could agree more. I recently joined him on his podcast, where we talked about how the future of email marketing is as promising as ever. During our conversation, he asked me: Why doesn’t…

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7 Advanced Digital Marketing Metrics Most Brands Don’t Use, But Should


Brands are increasingly recognizing metrics like email opens, web traffic, and social media likes for what they are—surface metrics that churn wildly and are directionally noisy. While it’s still important to track those high-level metrics, optimizing for them often doesn’t translate into deeper engagement. Indeed, sometimes maximizing those metrics leads marketers to adopt clickbaity headlines and other tactics that erode customer trust and lead to…

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Universal Control Groups: The Path to Digital Marketing Measurement Clarity


If you truly want to know the impact your digital marketing campaigns are having, then compare the actions of people who get them to the actions of people who wanted to get them but didn’t. That’s the logic behind universal control groups, which is a measurement approach where you exclude a small portion of your audience from campaigns to get a baseline for measuring their…

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On-Demand Webinar: How to Transform Your Customer Experience with a CDP


Brands are struggling with a myriad of forces, including disjointed omnichannel experiences, rapid consumer behavior changes, the sunsetting of third-party cookies, and Apple’s Mail Privacy Protection. Increasingly, they’re realizing that a big part of dealing with each of those challenges is to bring all their customer data together in one place—a customer data platform (CDP). However, the CDP landscape is confusing and many are not…

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5 Truths about Inactive Email Subscribers


“Should you email inactive subscribers who haven’t opened or clicked any of your promotional emails in a long time?” That seemingly simple question is actually fraught with nuance and complexity. But it’s critical to have a clear answer because maintaining your email engagement levels is probably the biggest factor determining your email deliverability. Let’s decode that question by discussing five truths about inactive email subscribers.

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The Last Word on April 2022


A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports 10 Email Marketing Experts Predict the Future of Email in 2032 (Email Design Review) How many email marketers are actually writing “dark mode” code? (SendView) You’re Still Being Tracked on the Internet, Just in a Different Way (The New York Times) Insightful & entertaining tweets…

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Litmus: Are You Tracking the Right Email Marketing KPIs?


Marketing shifts like Apple’s Mail Privacy Protection have changed the meaning of open rates. That’s left many marketers wondering which email marketing KPIs truly offer valuable insights. In this hour-long on-demand webinar hosted by Litmus, I join Dan Oshinsky of Inbox Collective and Bree Rostic of HubSpot to discuss: Whether open rates still matter Which metrics are the most important Reporting cadences How to get…

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How to Trim Your Out-of-Control Martech Stack


I couldn’t agree more with Bonnie Crater’s first prediction in her recent MarketingProfs article on the Top 3 B2B Marketing Predictions for 2022, which is that “B2B marketers will trim their tech stacks.” In her article, she says, “B2B marketers will look for opportunities to consolidate and simplify their tech stacks, paring down the number of solutions they use to more manageable levels.” This has…

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Second Quarter 2022 Holiday Marketing Quarterly


The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful year-round strategy. Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter plan for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Our second quarter checklist is focused on finishing your review of the 2021 holiday season and then making…

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The Last Word on March 2022


A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports Apple’s ‘Hide My Email’ Adoption Rates and What to Do About It (FreshAddress) 4 Qualities of an Intent-Driven Marketing Automation Email Program (MarTech) When Content Impacts Deliverability (Kickbox) E.U. Takes Aim at Big Tech’s Power With Landmark Digital Act (New York Times) 16 Trailblazing Female…

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Webbula: How Did the Email Industry Do During the Pandemic?


Email marketing was in heavy use during the early months of the pandemic. Webbula reached out to 9 email marketing experts, including me, to get our take on how the email industry did? There were definitely a variety of opinions on just how we did as an industry. In my answer to the question, I focused on two things: The role that empathy played in…

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Loyalty Program Liabilities: Definitions & Recommendations


When you launch a points-based loyalty program, you’re creating a micro-economy with its own currency, market dynamics, and—most importantly from a legal standpoint—liabilities. Because these points can have monetary value that’s realized at the time of redemption, companies must defer revenue to cover these costs. In this post, Oracle CrowdTwist Senior Strategist Carly Mathews reviews key terms and definitions from the Financial Accounting Standards Board’s…

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5 Ways to Generate More Loyalty & Email Signups


The sunsetting of third-party cookies is putting added pressure on marketers to grow their email subscriber and loyalty member audiences. In addition to needing to collect more email addresses as identifiers, they need the zero- and first-party data these programs generate to improve targeting and personalization across all their advertising and marketing efforts. Here are five ways to boost your loyalty and email signups: Sell…

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Inboxing 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 tips for 2022 And much more

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How to Use Apple’s Auto Opens Safely


The most disruptive element of Mail Privacy Protection is that Apple creates a mountain of fake auto-generated open signals to obscure the real opens generated by your subscribers. With MPP adoption heading toward more than 95% by year’s end, that mountain will get pretty big pretty soon. Brands’ email marketing programs will be affected differently depending on how many of their subscribers use Apple Mail…

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6 Ways to ‘Review and Improve’ Your Automated Emails


As a slogan to promote automated emails, “set it and forget it” has been disastrously successful. That’s because, while it spurred marketers to create lots of triggered campaigns, it set horrible expectations for how to maximize their effectiveness. The truth is that these are living, breathing campaigns that need ongoing care and nurturing for as long as you’re running them. That’s why I call these…

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The Future of Email Podcast: A Conversation with Chad S. White of Oracle


I join Matthew Dunn, the host of The Future of Email Podcast, to talk about major email marketing trends and where the industry is headed over the next 12-24 months. Recorded in the early days of the Russian invasion of Ukraine, our conversation is pretty heavy, getting into cyber- and geopolitics. We talk about: The need for a strategic roadmap, but also the disruptions that…

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The Biggest Shifts in Email Marketing Trends for 2022


The turbulence of the past two years has heavily influenced recent email marketing priorities and is shaping the trends that will dominate 2022. We can see those shifts in the results of our third-annual Email Marketing Trends Survey, where we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts about the adoption and impact of 26 email marketing tactics and technologies. For a detailed…

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The Last Word on February 2022


A roundup of email marketing articles, posts, and tweets you might have missed last month… Must-read articles, posts & reports 9 Favorite Lessons From 20 Years in the Email Marketing Industry (Webbula) Expert Advice for Senders on Shared IPs (Kickbox) Update on the Gmail App Prefetching Images (SparkPost) Uniting the Email Community for Ukraine (Email Audience) Insightful & entertaining tweets Email marketing = a give,…

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How Mail Privacy Protection Is Changing How Email Marketing Performance Is Measured


Apple’s Mail Privacy Protection (MPP) is upending how email marketers measure email marketing performance. In addition to hiding IP addresses, blocking forward tracking, and obscuring open times, MPP pre-fetches email content to create a haystack of fake opens in which to hide the needles of real opens by their users. With upwards of 95% of Apple Mail app users likely to enable MPP and Apple…

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