Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success by Chad S. White
Chad S. White is the author of more than 3,000 posts and articles about email marketing trends and best practices.
He has served as lead email marketing researcher at three of the largest email service providers—Salesforce, ExactTarget, and Responsys—as well as at the Direct Marketing Association.
Chad is currently the Research Director at Litmus, a web-based email design, testing, and analytics platform.
A former journalist at Condé Nast and Dow Jones & Co., Chad has been featured in more than 100 publications, including The New York Times, The Wall Street Journal, USA Today, U.S. News & World Report, Advertising Age, Adweek, Fortune, and MarketWatch.
Interesting fact - Texas A&M graduate
The Host's Perspective:
Email is one of the most powerful and misunderstood marketing tactics available these days. When email marketing is properly executed, it can dramatically improve your marketing, sales, customer retention, recruiting and more. But you have to know what you’re doing. There’s a lot more involved than just blasting out your message.
And that’s where the misunderstood part comes in.
One of the biggest marketing crimes committed these days is treating email like an outbound, interruptive marketing tactic. There are a few big reasons why that’s particularly harmful for the sender.
First, it doesn’t work very well because with email marketing you have to remember that you have been invited to the recipient’s inbox. Oh, you weren’t invited? Well then, prepare for repercussions.
One of the repercussions is that the recipient won’t like you and want to do business with you. You are working toward becoming known, liked and trusted, right?
Another is that the email marketing world, particularly the services that run your inbox, are keeping track of who is a poorly-behaved emailer.
Misbehave and your company could find that any emails from your company may no longer get through to the recipients.
It’s sort of like the effect of a search engine that is moving your search results down into obscurity. That’s right, companies are actually doing harm to themselves with their email.
And that’s actually worse than that you might also be breaking the law depending on which country you’re in.
If your organization is doing any form of email marketing, you really can’t afford not to read Email Marketing Rules or at least have the people responsible for your email marketing read it.
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