Innovators in Email Marketing follow some best practices but break others. In this presentation Slideshare from our webcast, Chad White shows examples of how to improve all aspects of email marketing from Welcome Emails through Defensive Design and Enewsletters to Mobile-friendly. Chad White is author of Email Marketing Rules and Chad White - Principal of Marketing Research ExactTarget.

1. Email Marketing Rules
Chad White
Principal of Marketing Research
ExactTarget, a salesforce.com company
The Good, the Bad, and the Best:
Practices for a Post-Wild West Email Marketing World
Digital Marketing Priorities 2013
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2. About SmartInsights.com
Actionable Marketing Advice
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3. About Chad White
 Principal of Marketing Research
at ExactTarget
 Author of Email Marketing Rules
and EmailMarketingRules.com
 Email Insider Columnist
 Blogger for 7+ years (2,500+
posts)
 Former journalist at Dow Jones
and Condé Nast
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4. What are best practices?
There are many definitions
out there.
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5. They are what the majority do.
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6. Innovators break best practices.
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7. They are “what’s best for you.”
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8. Best practices define mediocrity.
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9. Best practices define mediocrity.
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10. Best practices are
those practices that
generally produce
the best results or
minimize risk.
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11. Adopting best practices
isn’t about ticking boxes.
It’s about execution.
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13. Let’s look at the GOOD,
the BAD, and the BEST
of 5 email marketing
practices…
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14. 1. Signup Process
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15. Survey…
 On your homepage email signup form, what data
fields do you require?
A. Only email address.
B. Email address plus 1 other field.
C. Email address plus 2 or more additional fields.
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23. 2. Welcome Emails
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24. Survey…
 Does your company send a welcome email?
A. No.
B. Yes, we send a single welcome email.
C. Yes, we send a series of welcome emails
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35. 3. Defensive Design
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39. < On
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40. < On
Off>
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41. < On
Off>
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43. 4. Mobile-Friendliness
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44. Survey…
 How mobile-friendly are your company’s emails?
A. Our emails use responsive design.
B. Our emails are mobile-optimized.
C. Our email design is still desktop-centric.
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48. < Wide
Narrow>
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49. < Wide
Narrow>
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50. 5. Unsubscribe Process
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51. Survey…
 Which best describes your opt-out process?
A. We use a one-click unsubscribe.
B. Subscribers have to confirm their opt-out on our
unsubscribe page.
C. Our unsubscribe page or preference center provides
options other than unsubscribing, such as reducing
frequency, changing topic selections, etc.
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56. Email marketing’s
impressive power
obscures an
unfortunate truth…
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57. Poor practices are
blunting email
marketing’s effectiveness
and keeping its ROI
from being truly awesome.
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58. Thank You!
Questions?
Email Marketing Rules
available on Amazon.com worldwide
Email Swipe File
pinterest.com/exacttarget/email-swipe-file
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