chad white

  • 6 ways marketers try to manipulate subscribers and why we should stop

    Brands everywhere are embracing customer-centricity, but many relics of brand-centric thinking are still out there. This is definitely the case in email marketing, where we often vilify inbox providers and second-guess our subscribers’ intentions and intelligence. As we approach the New Year, let’s resolve to focus more on serving our subscribers instead of trying to manipul ...

    Marketing Landin EMail- 8 readers -
  • The hierarchy of subscriber needs: Key success & failure metrics

    Subscriber expectations have grown steadily over the years, driven higher by a wide range of factors, including the adoption of smartphones, the increase in targeting and the rise in omnichannel experiences. For email marketers to be successful, they must meet or exceed these expectations, which can be measured by a set of success metrics and a set of failure metrics.

    Marketing Landin EMail- 9 readers -
  • Gmail finally supports responsive design: Answers to 4 burning questions

    Gmail started rolling out support for CSS media queries across its email clients around midnight last night, following through on the September 14 announcement that it would support responsive design later in the month. With these media queries, email designers will be able to specify different display styles based on things like width, screen resolution and rotation.

    Marketing Landin EMail Google- 12 readers -
  • 5 email marketing sound bites (and the deeper meaning behind them)

    I’m a sucker for a good sound bite, and I heard plenty of great ones at our company’s *conference in Boston a few weeks ago. However, as a researcher and former journalist, I also like to dig into a sound bite and see what substance there is (if any) behind it. Here are my favorite quotes from The Email Design Conference and my take on their deeper meanings: “The time when ...

    Marketing Landin EMail- 15 readers -
  • The growing appeal of responsive-aware email design

    Several years into the Age of Mobile, brands are finally catching up to consumers, who have embraced mobile much faster than brands have. Spurred by Google’s mobile-friendly update, which gave a boost to “mobile-friendly” sites in mobile search results, 93 percent of B2C brands now have websites that render and function well on desktops and smartphones.

    Marketing Landin EMail- 10 readers -
  • Are email marketers too afraid of failure? 4 fears to conquer

    When Malcolm Gladwell’s Outliers came out in 2008, everyone was really taken by the “10,000 Hour Rule,” which said that it took roughly 10,000 hours to become an expert at something. At the time, I worked at the email marketing agency Smith-Harmon, and we liked the concept so much that we created our own corollary: the “10,000 Email Rule.

    Marketing Landin EMail- 4 readers -
  • How marketers can identify companies that value email marketing

    A good salary isn’t just about the money; it’s about respect. And it’s not just about respect for the individual, but also about respect for the activities that person is involved with. When we surveyed more than 500 US-based email marketers for our State of Email Salaries & Jobs in the US (email registration required), we’d hoped to uncover differences between various g ...

    Marketing Landin EMail How To's- 8 readers -
  • 4 ways to improve your email marketing production process

    Email marketing teams and email production workflows are incredibly diverse. That’s what we found when we surveyed more than 900 email marketers for our “2016 State of Email Production” report. Most of the report’s findings (email registration required) serve simply to raise questions about whether a brand should consider changing their team composition, planning process, to ...

    Marketing Landin EMail- 6 readers -
  • Email marketers, meet your new cubicle mate: machine intelligence

    In a few years, email copywriters may spend more time editing and approving copy than writing it, and email designers may not actually design “emails” at all. Why? Because of advancements in machine learning and automation. Litmus (my employer) recently asked more than 1,100 marketers: “Will machine learning, AI, and predictive software ever determine the majority of the con ...

    Marketing Landin EMail- 11 readers -
  • 5 Predictions For Email Marketing In 2020

    In honor of Leap Day this month, Litmus (my employer) asked 20 email experts about their vision for the channel in the year 2020, which is when the next Leap Day will be. Their “Email Marketing in 2020” predictions covered everything from inbox functionality to email service provider functionality and from legislation to personalization.

    Marketing Landin EMail- 14 readers -
  • 2 New Reasons That Email Attribution Is Not A Straight Line

    Email has long had a reputation as a highly trackable channel. Marketers love it because you can see a subscriber open an email, click on links in the body content, visit their website and convert. The problem is that for many brands, this linear A-to-B-to-C-to-D email interaction is increasingly rare — and already rare enough to reduce most email attribution to the realm of proxies.

    Marketing Landin EMail- 10 readers -
  • 7 Email Marketing Predictions For 2016

    ’Tis the season for predictions, so let’s get to it. Here are my top seven predictions for what will happen in the world of email marketing during 2016: 1. There Will Be Many More Positive Media Stories About Email Marketing Than Negative In 2016 After years of “Email Is Dead” headlines, this year brought renewed interest and headlines like “The Triumphant Return of the Email ...

    Marketing Landin EMail- 14 readers -
  • My Top 5 Favorite Apology Emails

    Email marketing mistakes are not a matter of “if,” but “when.” Email is too dynamic, too complex, and too quick a medium to avoid mistakes completely. So given this inevitability, it pays to be prepared for the worst. When trying to recover from an email marketing mistake, your action plan may include sending an apology email. A good apology email does three things: Says that you’re sorry.

    Marketing Landin EMail- 4 readers -
  • 10 Tips For A Very Merry Email Marketing Holiday Season

    Retailers, ideally, you’ve been warming up your subscribers and generating some early holiday sales over the past month or two, but now that Halloween has passed and it’s November, it’s official: The holiday season is here! To help you make the most of it, here are 10 tips that will make your email marketing results merrier: 1.

    Marketing Landin EMail- 53 readers -
  • 4 Reasons Broadcast Emails May Be Quietly Breaking Your Email Program

    Mainly driven by increases in broadcast messages, per-subscriber email volume has grown tremendously over the past decade. When I tracked per-subscriber email volume sent by retailers from 2007 to 2012, I found that it more than doubled — from an average of 95 emails during 2007 to 210 emails during 2012. That’s a 17 percent compound annual growth rate, on average.

    Marketing Landin EMail- 10 readers -
  • 4 Characteristics Of A Contextually-Aware Email Marketing System

    “Email is the most contextual medium — much more than the Web,” Kevin Mandeville, content designer at Litmus (my employer), said during the Advanced Targeting and Hacks Workshop at The Email Design Conference in Boston last week. “We know much more about our users.” Mandeville was speaking specifically about marketers’ ability to target email clients like Outlook and Yahoo w ...

    Marketing Landin EMail- 11 readers -
  • The 5 Levels Of Mobile-Friendly Email Design: Time To Graduate

    2015 is the Year of Mobile. Just like 2014 was … and 2013 … and 2012 … It’s become a bit of a joke, really. But what’s not funny is that consumers have been well ahead of marketers when it comes to mobile behavior. Mobile reading of email is a prime example. Email reading is the No. 1 activity on smartphones, according to Salesforce.

    Marketing Landin EMail- 9 readers -
  • 5 Secrets To Getting Subscribers To Forward Your Emails

    Social sharing gets a lot of attention — in large part, because it’s relatively easy to measure — but the all but invisible email forward can be just as powerful for brands. Whereas social sharing is public, diffuse, and powerful at driving top-of-the-funnel awareness, email forwards are private, targeted, and excel at driving bottom-of-the-funnel action.

    Marketing Landin EMail- 17 readers -
  • How Emails Are Evolving into Mailable Microsites

    “The emails of the future will be much more like sending subscribers a microsite than a static message,” I say at the end of my book, Email Marketing Rules. Watching videos, browsing product assortments, and even making product purchases will also be possible without leaving the inbox. When the book was published last fall, there were some definite signs of email heading in this direction.

    Convince and Convertin EMail How To's- 12 readers -
  • Are You Looking at the Best Marketing Metrics?

    Marketers have become very focused on measuring the effects of their work—which is both good and bad. On the one hand, quantifying things can prove that certain strategies and tactics are effective and worth additional investment. On the other hand, we don’t always do a very good job at understanding the numbers our work produces, which means data may be driving us to the wrong conclusions.

    Convince and Convertin Mobile EMail- 13 readers -