SlideShare a Scribd company logo
1 of 128
Download to read offline
EMAIL 
120 
MARKETING 
RULES 
to Live By 
@chadswhite
Email Marketing 
Rules breaks down 
this complex, often 
misunderstood channel 
into easy-to-understand 
120 
rules.
11 
The first rules 
are the Fundamental 
Imperatives. These 
should be followed to 
the letter.
RULE 1 
Follow the law, but recognize that 
doing so gives you no protection 
from spam complaints or other 
negative reactions. 
Visit rules.ws 
Tweet This Rule
RULE 2 
Make sure consumers are aware 
that you are adding them to your 
email list. 
Visit rules.ws 
Tweet This Rule
RULE 3 
Never make an email opt-in 
mandatory for a customer 
interaction. 
Visit rules.ws 
Tweet This Rule
RULE 4 
Treat new subscriptions as 
conditional on the subscriber 
engaging with your emails. 
Visit rules.ws 
Tweet This Rule
RULE 5 
Make unsubscribing easy, taking 
no more than two clicks, and 
honor opt-out requests 
immediately. 
Visit rules.ws 
Tweet This Rule
RULE 6 
Accept that permission expires 
when a subscriber hasn’t 
engaged with your emails 
in a long time. 
Visit rules.ws 
Tweet This Rule
RULE 7 
Accept that permission grants are 
limited to the email address 
offered, even if you know one 
of their other addresses. 
Visit rules.ws 
Tweet This Rule
RULE 8 
Accept that securing an opt-in 
to another channel doesn’t 
constitute permission to reach 
a consumer via email, too. 
Visit rules.ws 
Tweet This Rule
RULE 9 
Don’t share email addresses 
with other brands within your 
company. 
Visit rules.ws 
Tweet This Rule
RULE 10 
Don’t buy email lists or barter 
for email addresses. 
Visit rules.ws 
Tweet This Rule
RULE 11 
When renting an email list, the 
list owner should never share 
the list with the renter. 
Visit rules.ws 
Tweet This Rule
109 
The remaining 
rules are the Practice 
Guidelines. How these 
rules are executed upon 
will vary as each 
company seeks the best 
execution for their brand.
RULE 12 
Focus on maximizing the value of 
a subscriber, not on maximizing 
the results of a campaign. 
Visit rules.ws 
Tweet This Rule
RULE 13 
Measure your negative 
performance metrics, not 
just your positive ones. 
Visit rules.ws 
Tweet This Rule
RULE 14 
View email performance by 
subscriber segments, paying 
close attention to how your most 
valuable subscribers react. 
Visit rules.ws 
Tweet This Rule
RULE 15 
Recognize that many of the 
actions prompted by emails 
are not easily trackable or 
measurable. 
Visit rules.ws 
Tweet This Rule
RULE 16 
Don’t attach too much meaning 
to your open rates. 
Visit rules.ws 
Tweet This Rule
RULE 17 
Benchmark yourself primarily 
against yourself. 
Visit rules.ws 
Tweet This Rule
RULE 18 
Use an email service provider 
to send your commercial email. 
Visit rules.ws 
Tweet This Rule
RULE 19 
Accept that ESPs have relatively 
little control over the deliverability 
of your emails. 
Visit rules.ws 
Tweet This Rule
RULE 20 
Use email authentication and 
send from a domain you control. 
Visit rules.ws 
Tweet This Rule
RULE 21 
Keep your spam complaint rate 
under 0.1%, preferably well 
under. 
Visit rules.ws 
Tweet This Rule
RULE 22 
Don’t obsess over content 
filtering when writing subject lines 
and creating email content. 
Visit rules.ws 
Tweet This Rule
RULE 23 
Avoid overreacting to the 
introduction of new inbox 
organization tools and services. 
Visit rules.ws 
Tweet This Rule
RULE 24 
Don’t add role-based email 
addresses to your email list. 
Visit rules.ws 
Tweet This Rule
RULE 25 
Use confirmed opt-in to protect 
yourself from low-quality email 
acquisition sources. 
Visit rules.ws 
Tweet This Rule
Visit rules.ws 
RULE 26 
Recognize that not all 
subscribers are equally 
valuable or desirable. 
Tweet This Rule
RULE 27 
Focus on adding engaged 
subscribers to your list. 
Visit rules.ws 
Tweet This Rule
RULE 28 
Recognize that the best email 
acquisition sources are closest 
to your shopping and customer 
service operations. 
Visit rules.ws 
Tweet This Rule
RULE 29 
Don’t force people to register as 
a customer in order to receive 
promotional emails from you. 
Visit rules.ws 
Tweet This Rule
RULE 30 
Make your email signup forms 
and links prominent to boost their 
performance. 
Visit rules.ws 
Tweet This Rule
RULE 31 
Tell consumers why they should 
sign up to receive your emails. 
Visit rules.ws 
Tweet This Rule
RULE 32 
Avoid using overly rich signup 
incentives because they can 
attract low-quality subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 33 
Deliver email signup incentives 
to the email address provided. 
Visit rules.ws 
Tweet This Rule
RULE 34 
Set expectations regarding how 
many emails you’ll be sending 
subscribers and what content 
will be in them. 
Visit rules.ws 
Tweet This Rule
RULE 35 
Keep your email signup forms 
short and simple, and collect 
additional information after 
signups. 
Visit rules.ws 
Tweet This Rule
RULE 36 
Recognize that requiring email 
subscribers to share additional 
contact information lowers 
signups significantly. 
Visit rules.ws 
Tweet This Rule
RULE 37 
Only ask subscribers for 
information you will use. 
Visit rules.ws 
Tweet This Rule
RULE 38 
Explain to subscribers how 
sharing additional information 
with you will benefit them. 
Visit rules.ws 
Tweet This Rule
RULE 39 
When profiling subscribers, ask 
them questions that lead you 
to a clear response. 
Visit rules.ws 
Tweet This Rule
RULE 40 
Routinely audit your preference 
center and acquisition sources to 
make sure they are up to date 
and working properly. 
Visit rules.ws 
Tweet This Rule
RULE 41 
Use the signup confirmation page 
as a “pre-welcome message” to 
continue to engage new 
subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 42 
Send a welcome email 
immediately after signup. 
Visit rules.ws 
Tweet This Rule
RULE 43 
Send a series of welcome emails 
to inform and engage new 
subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 44 
Message new subscribers 
differently depending on their 
acquisition source and 
customer history. 
Visit rules.ws 
Tweet This Rule
RULE 45 
Include an unsubscribe link 
in your welcome emails. 
Visit rules.ws 
Tweet This Rule
RULE 46 
Fulfill subscriptions quickly after 
sending your welcome email(s). 
Visit rules.ws 
Tweet This Rule
RULE 47 
Pay special attention to 
subscribers during their first 
weeks on your list, as this is 
when they are most engaged. 
Visit rules.ws 
Tweet This Rule
RULE 48 
Use a recognizable and 
consistent sender name 
for your emails. 
Visit rules.ws 
Tweet This Rule
RULE 49 
Keep your subject lines short 
but still coherent and descriptive. 
Visit rules.ws 
Tweet This Rule
RULE 50 
Recognize that an unopened 
email delivers a brand impression 
and call-to-action through its 
sender name and subject line. 
Visit rules.ws 
Tweet This Rule
RULE 51 
Measure the success of a subject 
line by how well it drives clicks 
and conversions. 
Visit rules.ws 
Tweet This Rule
RULE 52 
Use snippet text like a “second 
subject line” to support and 
extend your subject line. 
Visit rules.ws 
Tweet This Rule
RULE 53 
Use a single, flexible email 
template for all your routine 
promotional emails. 
Visit rules.ws 
Tweet This Rule
RULE 54 
Design your emails to render 
well and function properly across 
a wide range of platforms and 
devices. 
Visit rules.ws 
Tweet This Rule
RULE 55 
Design your emails so they 
convey their message even 
when images are blocked. 
Visit rules.ws 
Tweet This Rule
RULE 56 
Design your emails with a clear 
content hierarchy so they can be 
easily scanned by subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 57 
Design your email content so 
it can be viewed in screen-sized 
chunks. 
Visit rules.ws 
Tweet This Rule
RULE 58 
Pay extra attention to the top 
portion of your email that appears 
above the fold and ensure it’s 
well-branded. 
Visit rules.ws 
Tweet This Rule
RULE 59 
Design your emails so they 
are harmonious with, but don’t 
exactly mirror, your website’s 
design. 
Visit rules.ws 
Tweet This Rule
RULE 60 
Create an email content calendar 
to aid in resource allocation and 
content and design planning. 
Visit rules.ws 
Tweet This Rule
RULE 61 
Provide context for products 
featured in your emails. 
Visit rules.ws 
Tweet This Rule
RULE 62 
Give your customers and other 
people a voice in your emails. 
Visit rules.ws 
Tweet This Rule
content and 
Visit rules.ws 
RULE 63 
Offer subscribers non-promotional 
Tweet This Rule 
calls-to-action.
RULE 64 
Use faster channels to help 
determine the content of your 
emails. 
Visit rules.ws 
Tweet This Rule
RULE 65 
Make your calls-to-action clear 
in language and positioning. 
Visit rules.ws 
Tweet This Rule
RULE 66 
Offer subscribers many paths 
to click through from an email. 
Visit rules.ws 
Tweet This Rule
RULE 67 
Don’t limit your email calls-to-action 
Visit rules.ws 
to online only. 
Tweet This Rule
RULE 68 
Keep the weight of your emails 
reasonable to avoid long load 
times and deliverability issues. 
Visit rules.ws 
Tweet This Rule
RULE 69 
Do not include attachments 
on your commercial emails. 
Visit rules.ws 
Tweet This Rule
RULE 70 
Use motion selectively in 
emails to engage subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 71 
Don’t include sound effects 
or auto-play videos with sound 
enabled by default in your 
emails. 
Visit rules.ws 
Tweet This Rule
RULE 72 
Don’t avoid creating long emails 
because you think subscribers 
won’t scroll. 
Visit rules.ws 
Tweet This Rule
RULE 73 
Don’t expect subscribers to scroll 
back to the top of your emails. 
Visit rules.ws 
Tweet This Rule
RULE 74 
Include links to your social media 
pages and your mobile app in 
your emails. 
Visit rules.ws 
Tweet This Rule
RULE 75 
Don’t place anything important 
after your footer copy because 
subscribers are unlikely to 
see it. 
Visit rules.ws 
Tweet This Rule
RULE 76 
Use a consistent email design, 
but don’t be afraid to deviate 
from it occasionally. 
Visit rules.ws 
Tweet This Rule
RULE 77 
Keep a swipe file of your most 
successful email campaigns 
and components to inspire 
future campaigns. 
Visit rules.ws 
Tweet This Rule
RULE 78 
Signal the arrival of the holiday 
season and other seasonal 
events by altering your email 
designs. 
Visit rules.ws 
Tweet This Rule
RULE 79 
Make your opt-in forms, 
welcome emails, and other 
email marketing components 
seasonally relevant. 
Visit rules.ws 
Tweet This Rule
RULE 80 
Send subscribers more email 
when they are in the market 
or otherwise predisposed 
to take action. 
Visit rules.ws 
Tweet This Rule
RULE 81 
Message your subscribers 
differently during the holiday 
season. 
Visit rules.ws 
Tweet This Rule
RULE 82 
Recognize that once-a-year 
gift-buying makes subscribers’ 
interests less predictable 
during the holiday season. 
Visit rules.ws 
Tweet This Rule
RULE 83 
Recognize that what subscribers 
do is more important than what 
they say. 
Visit rules.ws 
Tweet This Rule
RULE 84 
Send subscribers some 
segmented messages based 
on their expressed and 
implied preferences. 
Visit rules.ws 
Tweet This Rule
RULE 85 
Use dynamic content and 
personalization to add targeted 
content to emails. 
Visit rules.ws 
Tweet This Rule
RULE 86 
When personalizing content, 
have a good default set up for 
when you don’t have data for 
a particular subscriber. 
Visit rules.ws 
Tweet This Rule
RULE 87 
Avoid misleading uses of 
personalization that suggest 
an email’s content is deeply 
personalized when it is not. 
Visit rules.ws 
Tweet This Rule
RULE 88 
Optimize the delivery time of 
your emails to increase their 
visibility in the inbox. 
Visit rules.ws 
Tweet This Rule
RULE 89 
Include promotional, seasonal, 
and service content in your 
transactional emails. 
Visit rules.ws 
Tweet This Rule
RULE 90 
Address moments that matter 
by creating a variety of triggered 
emails that boost sales and 
improve customer service. 
Visit rules.ws 
Tweet This Rule
RULE 91 
When using behavior triggers, 
be careful not to cannibalize 
natural behaviors. 
Visit rules.ws 
Tweet This Rule
RULE 92 
Be careful not to come across 
like Big Brother when using 
behavior triggers and 
personalization. 
Visit rules.ws 
Tweet This Rule
RULE 93 
Avoid offering special incentives 
in messages triggered by 
a non-purchase. 
Visit rules.ws 
Tweet This Rule
RULE 94 
Place a cap on triggered 
email volume and establish 
a messaging hierarchy. 
Visit rules.ws 
Tweet This Rule
RULE 95 
Keep an inventory of your 
triggered email programs and 
regularly schedule time to 
update and fine-tune them. 
Visit rules.ws 
Tweet This Rule
RULE 96 
Use segmentation, triggered 
emails, and other tactics to send 
your most engaged subscribers 
more email. 
Visit rules.ws 
Tweet This Rule
RULE 97 
Define inactive subscribers by 
their email behaviors, but also 
consider their customer 
behaviors. 
Visit rules.ws 
Tweet This Rule
RULE 98 
Send your inactive subscribers 
different messaging at a lower 
frequency. 
Visit rules.ws 
Tweet This Rule
RULE 99 
Send a series of re-permission 
emails before you remove a 
chronically inactive subscriber 
from your email list. 
Visit rules.ws 
Tweet This Rule
RULE 100 
Design your landing pages 
so they look good and function 
well across a wide range of 
platforms and devices. 
Visit rules.ws 
Tweet This Rule
RULE 101 
Use language and images from 
the email on the landing page to 
create a smooth transition from 
email to landing page. 
Visit rules.ws 
Tweet This Rule
RULE 102 
Use landing pages that minimize 
the number of clicks it takes for 
subscribers to convert. 
Visit rules.ws 
Tweet This Rule
RULE 103 
Don’t make subscribers hunt 
for the items featured in your 
emails. 
Visit rules.ws 
Tweet This Rule
RULE 104 
Design well-branded landing 
pages and email administration 
pages that offer a clear path 
forward. 
Visit rules.ws 
Tweet This Rule
RULE 105 
Don’t remove a landing page 
too quickly without providing 
an alternative. 
Visit rules.ws 
Tweet This Rule
RULE 106 
Create a pre-send checklist to 
reduce the possibility of making 
a serious mistake. 
Visit rules.ws 
Tweet This Rule
RULE 107 
Don’t draw undue attention to 
email mistakes by overreacting. 
Visit rules.ws 
Tweet This Rule
RULE 108 
Take steps to reduce the impact 
of email marketing mistakes 
when they are discovered 
quickly. 
Visit rules.ws 
Tweet This Rule
RULE 109 
Have an apology email drafted 
but only send it, or resend an 
email, in the case of a very 
serious error. 
Visit rules.ws 
Tweet This Rule
RULE 110 
Recognize that list growth can 
also be boosted by reducing 
unsubscribes. 
Visit rules.ws 
Tweet This Rule
RULE 111 
Clearly identify the subscriber 
on the opt-out page and in the 
preference center. 
Visit rules.ws 
Tweet This Rule
RULE 112 
Give subscribers options 
in addition to completely 
opting out. 
Visit rules.ws 
Tweet This Rule
RULE 113 
Be gracious as subscribers 
opt out to avoid brand damage. 
Visit rules.ws 
Tweet This Rule
RULE 114 
Confirm an unsubscribe request 
via the channel through which it 
was requested. 
Visit rules.ws 
Tweet This Rule
RULE 115 
Routinely audit your opt-out 
processes to make sure they 
are working properly. 
Visit rules.ws 
Tweet This Rule
RULE 116 
Use your email metrics to 
identify areas for improvement 
and future testing. 
Visit rules.ws 
Tweet This Rule
RULE 117 
Create a calendar or list of tests 
to run so you can methodically 
build on your findings. 
Visit rules.ws 
Tweet This Rule
RULE 118 
Perform tests on groups of 
active, unbiased subscribers. 
Visit rules.ws 
Tweet This Rule
RULE 119 
Make sure the results of your 
email tests are statistically 
significant. 
Visit rules.ws 
Tweet This Rule
RULE 120 
Challenge your new champions 
in order to verify gains and 
uncover new gains. 
Visit rules.ws 
Tweet This Rule
“Once again the best book 
ever written about email 
marketing. A massive 
amount of new information.” 
—Jay Baer, New York Times 
bestselling Author of Youtility 
>> Read excerpts 
>> Buy on Amazon.com
If you enjoyed 
120 Email Rules to Live By, 
please tell a friend about it. 
CLICK TO TWEET: Check out @chadswhite’s 
120 Email Marketing Rules to Live By: rules.ws
Chad White is the author of Email 
Marketing Rules and thousands of 
articles and posts about email marketing 
trends and best practices. 
His research and commentary have 
appeared in more than 100 publications, 
including The New York Times, The Wall 
Street Journal, USA Today, U.S. News & 
World Report, Advertising Age, Adweek, 
MarketWatch, and SmartMoney. 
Chad is currently the Lead Research 
Analyst at the Salesforce Marketing 
Cloud.
Thank you for your time.

More Related Content

What's hot

Three Hats Marketing Email Marketing Workshop
Three Hats Marketing   Email Marketing WorkshopThree Hats Marketing   Email Marketing Workshop
Three Hats Marketing Email Marketing WorkshopChad
 
The Secret of Mind-Blowing Email Marketing
The Secret of Mind-Blowing Email MarketingThe Secret of Mind-Blowing Email Marketing
The Secret of Mind-Blowing Email MarketingExclusive Concepts
 
Increase email marketing ROI with Triggered Email Messages
Increase email marketing ROI with Triggered Email MessagesIncrease email marketing ROI with Triggered Email Messages
Increase email marketing ROI with Triggered Email MessagesExpertSender
 
Using email to get relevant and to get incremental revenue by www velomarketi...
Using email to get relevant and to get incremental revenue by www velomarketi...Using email to get relevant and to get incremental revenue by www velomarketi...
Using email to get relevant and to get incremental revenue by www velomarketi...Velo//
 
Email Marketing A/B Test Strategy
Email Marketing A/B Test StrategyEmail Marketing A/B Test Strategy
Email Marketing A/B Test StrategyMelinaMiller2
 
How To Create Successful Mobile Email Marketing Campaigns
How To Create Successful Mobile Email Marketing CampaignsHow To Create Successful Mobile Email Marketing Campaigns
How To Create Successful Mobile Email Marketing CampaignsMass Transmit
 
Email Marketing Strategy - Pardot Users Conference
Email Marketing Strategy - Pardot Users ConferenceEmail Marketing Strategy - Pardot Users Conference
Email Marketing Strategy - Pardot Users ConferencePardot
 
Email Marketing Presetation
Email Marketing PresetationEmail Marketing Presetation
Email Marketing PresetationDavid Caruso
 
Learn a perfect email marketing practices that really work
Learn a perfect email marketing practices that really workLearn a perfect email marketing practices that really work
Learn a perfect email marketing practices that really workHariom Sharan
 
Email Marketing - The Inbound Way
Email Marketing - The Inbound WayEmail Marketing - The Inbound Way
Email Marketing - The Inbound WayHubSpot
 
Email Marketing Presentation
Email Marketing PresentationEmail Marketing Presentation
Email Marketing PresentationIain Davenport
 
Email & Real Estate
Email & Real EstateEmail & Real Estate
Email & Real Estatedavidsmerdon
 
MivaCon Chicago - Why Email marketing Is Still King
MivaCon Chicago - Why Email marketing Is Still KingMivaCon Chicago - Why Email marketing Is Still King
MivaCon Chicago - Why Email marketing Is Still KingMiva
 
How to Make Your Emails Go Viral
How to Make Your Emails Go Viral How to Make Your Emails Go Viral
How to Make Your Emails Go Viral Litmus
 
Integrated Email Marketing Best Practice
Integrated Email Marketing Best PracticeIntegrated Email Marketing Best Practice
Integrated Email Marketing Best PracticeCFL Marketing
 
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List!
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List! Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List!
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List! Salesforce Marketing Cloud
 
#9 IMU: Successful Email Marketing (CV301)
#9 IMU: Successful Email Marketing (CV301)#9 IMU: Successful Email Marketing (CV301)
#9 IMU: Successful Email Marketing (CV301)HubSpot
 
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignsEmail Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignseTargetMedia Reviews
 

What's hot (20)

Three Hats Marketing Email Marketing Workshop
Three Hats Marketing   Email Marketing WorkshopThree Hats Marketing   Email Marketing Workshop
Three Hats Marketing Email Marketing Workshop
 
The Secret of Mind-Blowing Email Marketing
The Secret of Mind-Blowing Email MarketingThe Secret of Mind-Blowing Email Marketing
The Secret of Mind-Blowing Email Marketing
 
Increase email marketing ROI with Triggered Email Messages
Increase email marketing ROI with Triggered Email MessagesIncrease email marketing ROI with Triggered Email Messages
Increase email marketing ROI with Triggered Email Messages
 
Using email to get relevant and to get incremental revenue by www velomarketi...
Using email to get relevant and to get incremental revenue by www velomarketi...Using email to get relevant and to get incremental revenue by www velomarketi...
Using email to get relevant and to get incremental revenue by www velomarketi...
 
Email Marketing Techniques
Email Marketing TechniquesEmail Marketing Techniques
Email Marketing Techniques
 
Email Marketing A/B Test Strategy
Email Marketing A/B Test StrategyEmail Marketing A/B Test Strategy
Email Marketing A/B Test Strategy
 
How To Create Successful Mobile Email Marketing Campaigns
How To Create Successful Mobile Email Marketing CampaignsHow To Create Successful Mobile Email Marketing Campaigns
How To Create Successful Mobile Email Marketing Campaigns
 
Email Marketing Strategy - Pardot Users Conference
Email Marketing Strategy - Pardot Users ConferenceEmail Marketing Strategy - Pardot Users Conference
Email Marketing Strategy - Pardot Users Conference
 
Email Marketing Presetation
Email Marketing PresetationEmail Marketing Presetation
Email Marketing Presetation
 
Learn a perfect email marketing practices that really work
Learn a perfect email marketing practices that really workLearn a perfect email marketing practices that really work
Learn a perfect email marketing practices that really work
 
Email Marketing - The Inbound Way
Email Marketing - The Inbound WayEmail Marketing - The Inbound Way
Email Marketing - The Inbound Way
 
Email Marketing Presentation
Email Marketing PresentationEmail Marketing Presentation
Email Marketing Presentation
 
Email & Real Estate
Email & Real EstateEmail & Real Estate
Email & Real Estate
 
MivaCon Chicago - Why Email marketing Is Still King
MivaCon Chicago - Why Email marketing Is Still KingMivaCon Chicago - Why Email marketing Is Still King
MivaCon Chicago - Why Email marketing Is Still King
 
How to Make Your Emails Go Viral
How to Make Your Emails Go Viral How to Make Your Emails Go Viral
How to Make Your Emails Go Viral
 
Integrated Email Marketing Best Practice
Integrated Email Marketing Best PracticeIntegrated Email Marketing Best Practice
Integrated Email Marketing Best Practice
 
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List!
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List! Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List!
Salesforce Marketing Cloud Partner Webinar: A New Twist on Growing Your List!
 
#9 IMU: Successful Email Marketing (CV301)
#9 IMU: Successful Email Marketing (CV301)#9 IMU: Successful Email Marketing (CV301)
#9 IMU: Successful Email Marketing (CV301)
 
Email marketing
Email marketingEmail marketing
Email marketing
 
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignsEmail Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
 

Viewers also liked

#CNX14 - Journey Builder - The New App Experience
#CNX14 - Journey Builder - The New App Experience#CNX14 - Journey Builder - The New App Experience
#CNX14 - Journey Builder - The New App ExperienceSalesforce Marketing Cloud
 
Salesforce Presentation
Salesforce PresentationSalesforce Presentation
Salesforce PresentationChetna Purohit
 
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...Salesforce Marketing Cloud
 
#CNX14 - How the ExactTarget Marketing Cloud Uses Email
#CNX14 - How the ExactTarget Marketing Cloud Uses Email#CNX14 - How the ExactTarget Marketing Cloud Uses Email
#CNX14 - How the ExactTarget Marketing Cloud Uses EmailSalesforce Marketing Cloud
 
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfSaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
 
Social Customer Service (January 22, 2015)
Social Customer Service (January 22, 2015)Social Customer Service (January 22, 2015)
Social Customer Service (January 22, 2015)Salesforce Partners
 
NPSP Advisory Board 2015.pptx
NPSP Advisory Board 2015.pptxNPSP Advisory Board 2015.pptx
NPSP Advisory Board 2015.pptxSalesforce.org
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
 
Programming the ExactTarget Marketing Cloud
Programming the ExactTarget Marketing CloudProgramming the ExactTarget Marketing Cloud
Programming the ExactTarget Marketing CloudSalesforce Developers
 
ExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookSalesforce Marketing Cloud
 
Marketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalMarketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalSalesforce Marketing Cloud
 
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderDisrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderSalesforce Marketing Cloud
 
El futuro de Marketing Digital con Salesforce
El futuro de Marketing Digital con Salesforce El futuro de Marketing Digital con Salesforce
El futuro de Marketing Digital con Salesforce Salesforce Latinoamérica
 
ExactTarget Training: Personalization & AMPscript
ExactTarget Training: Personalization & AMPscriptExactTarget Training: Personalization & AMPscript
ExactTarget Training: Personalization & AMPscriptDEG
 
Bring the Customer Journey to Life with Salesforce Marketing Cloud
Bring the Customer Journey to Life with Salesforce Marketing CloudBring the Customer Journey to Life with Salesforce Marketing Cloud
Bring the Customer Journey to Life with Salesforce Marketing CloudSalesforce Marketing Cloud
 
Einstein Partner Webinar (February 13, 2017)
Einstein Partner Webinar (February 13, 2017)Einstein Partner Webinar (February 13, 2017)
Einstein Partner Webinar (February 13, 2017)Salesforce Partners
 
Slack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthSlack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthHeavybit
 

Viewers also liked (19)

#CNX14 - Journey Builder - The New App Experience
#CNX14 - Journey Builder - The New App Experience#CNX14 - Journey Builder - The New App Experience
#CNX14 - Journey Builder - The New App Experience
 
How Salesforce Uses the Marketing Cloud
How Salesforce Uses the Marketing CloudHow Salesforce Uses the Marketing Cloud
How Salesforce Uses the Marketing Cloud
 
Salesforce Presentation
Salesforce PresentationSalesforce Presentation
Salesforce Presentation
 
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...
#CNX14 - Get Started with Mobile Marketing: Email, SMS, Push and Responsive E...
 
#CNX14 - How the ExactTarget Marketing Cloud Uses Email
#CNX14 - How the ExactTarget Marketing Cloud Uses Email#CNX14 - How the ExactTarget Marketing Cloud Uses Email
#CNX14 - How the ExactTarget Marketing Cloud Uses Email
 
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfSaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
 
Social Customer Service (January 22, 2015)
Social Customer Service (January 22, 2015)Social Customer Service (January 22, 2015)
Social Customer Service (January 22, 2015)
 
NPSP Advisory Board 2015.pptx
NPSP Advisory Board 2015.pptxNPSP Advisory Board 2015.pptx
NPSP Advisory Board 2015.pptx
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companies
 
Programming the ExactTarget Marketing Cloud
Programming the ExactTarget Marketing CloudProgramming the ExactTarget Marketing Cloud
Programming the ExactTarget Marketing Cloud
 
ExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel BookExactTarget - Advanced Email Marketing by Joel Book
ExactTarget - Advanced Email Marketing by Joel Book
 
Marketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalMarketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common Goal
 
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderDisrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
 
El futuro de Marketing Digital con Salesforce
El futuro de Marketing Digital con Salesforce El futuro de Marketing Digital con Salesforce
El futuro de Marketing Digital con Salesforce
 
Introduction to salesforce ppt
Introduction to salesforce pptIntroduction to salesforce ppt
Introduction to salesforce ppt
 
ExactTarget Training: Personalization & AMPscript
ExactTarget Training: Personalization & AMPscriptExactTarget Training: Personalization & AMPscript
ExactTarget Training: Personalization & AMPscript
 
Bring the Customer Journey to Life with Salesforce Marketing Cloud
Bring the Customer Journey to Life with Salesforce Marketing CloudBring the Customer Journey to Life with Salesforce Marketing Cloud
Bring the Customer Journey to Life with Salesforce Marketing Cloud
 
Einstein Partner Webinar (February 13, 2017)
Einstein Partner Webinar (February 13, 2017)Einstein Partner Webinar (February 13, 2017)
Einstein Partner Webinar (February 13, 2017)
 
Slack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthSlack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User Growth
 

Similar to 120 Email Marketing Rules to Live By

25 essentials-guide whitepaper
25 essentials-guide whitepaper25 essentials-guide whitepaper
25 essentials-guide whitepaperDigital Pymes
 
22 Quick Tips for Better Email Marketing
22 Quick Tips for  Better Email Marketing22 Quick Tips for  Better Email Marketing
22 Quick Tips for Better Email MarketingJordi Sabater Domènech
 
Best Max impact email marketing for free
 Best Max impact email marketing for free Best Max impact email marketing for free
Best Max impact email marketing for freeManiKandan1551
 
Max Impact Email Marketing
Max Impact Email MarketingMax Impact Email Marketing
Max Impact Email MarketingSSTrainer
 
What is Email marketing : Max Impact
What is Email marketing : Max ImpactWhat is Email marketing : Max Impact
What is Email marketing : Max Impactsabarishkannan5
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingGuruKrupa3
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingArnavBisht2
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingArshan Naik
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingAbhishekBatni1
 
Max impact email marketing
Max impact email marketingMax impact email marketing
Max impact email marketingStefan Dimitrov
 
MAX IMPACT EMAIL MARKETING
MAX IMPACT  EMAIL MARKETINGMAX IMPACT  EMAIL MARKETING
MAX IMPACT EMAIL MARKETINGGoogle
 
Email marketing
Email marketingEmail marketing
Email marketingpinny
 
Max impact email_marketing-2020
Max impact email_marketing-2020Max impact email_marketing-2020
Max impact email_marketing-2020Abdul Wahab
 
Max impact email_marketing ( free email for business)
Max impact email_marketing ( free email for business)Max impact email_marketing ( free email for business)
Max impact email_marketing ( free email for business)SaurabhKataria10
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingranasaqlain4
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketingranasaqlain4
 
How To Get Started With Email Marketing
How To Get Started With Email MarketingHow To Get Started With Email Marketing
How To Get Started With Email MarketingDawood340
 
Secret impact of email marketing
Secret impact of email marketingSecret impact of email marketing
Secret impact of email marketingPRASANTHJAI2
 

Similar to 120 Email Marketing Rules to Live By (20)

25 essentials-guide whitepaper
25 essentials-guide whitepaper25 essentials-guide whitepaper
25 essentials-guide whitepaper
 
Email marketing Impact
Email marketing ImpactEmail marketing Impact
Email marketing Impact
 
22 Quick Tips for Better Email Marketing
22 Quick Tips for  Better Email Marketing22 Quick Tips for  Better Email Marketing
22 Quick Tips for Better Email Marketing
 
Best Max impact email marketing for free
 Best Max impact email marketing for free Best Max impact email marketing for free
Best Max impact email marketing for free
 
Max Impact Email Marketing
Max Impact Email MarketingMax Impact Email Marketing
Max Impact Email Marketing
 
What is Email marketing : Max Impact
What is Email marketing : Max ImpactWhat is Email marketing : Max Impact
What is Email marketing : Max Impact
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email marketing
Max impact email marketingMax impact email marketing
Max impact email marketing
 
MAX IMPACT EMAIL MARKETING
MAX IMPACT  EMAIL MARKETINGMAX IMPACT  EMAIL MARKETING
MAX IMPACT EMAIL MARKETING
 
Email marketing
Email marketingEmail marketing
Email marketing
 
Max impact email_marketing-2020
Max impact email_marketing-2020Max impact email_marketing-2020
Max impact email_marketing-2020
 
Max impact email_marketing ( free email for business)
Max impact email_marketing ( free email for business)Max impact email_marketing ( free email for business)
Max impact email_marketing ( free email for business)
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
Max impact email_marketing
Max impact email_marketingMax impact email_marketing
Max impact email_marketing
 
How To Get Started With Email Marketing
How To Get Started With Email MarketingHow To Get Started With Email Marketing
How To Get Started With Email Marketing
 
Secret impact of email marketing
Secret impact of email marketingSecret impact of email marketing
Secret impact of email marketing
 

More from Salesforce Marketing Cloud

Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaKicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaSalesforce Marketing Cloud
 
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsCelebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsSalesforce Marketing Cloud
 
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudHow Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudSalesforce Marketing Cloud
 
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceWhen Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceSalesforce Marketing Cloud
 
CRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthCRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthSalesforce Marketing Cloud
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessSalesforce Marketing Cloud
 
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceNo Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceSalesforce Marketing Cloud
 
How Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationHow Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationSalesforce Marketing Cloud
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessSalesforce Marketing Cloud
 
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceHow ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceSalesforce Marketing Cloud
 
How Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsHow Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsSalesforce Marketing Cloud
 
Power your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformPower your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformSalesforce Marketing Cloud
 
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookHow the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookSalesforce Marketing Cloud
 
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltyBlending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltySalesforce Marketing Cloud
 
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersYou Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersSalesforce Marketing Cloud
 
Mobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideMobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideSalesforce Marketing Cloud
 
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceThe Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceSalesforce Marketing Cloud
 

More from Salesforce Marketing Cloud (20)

State of Marketing Twitter Quiz
State of Marketing Twitter QuizState of Marketing Twitter Quiz
State of Marketing Twitter Quiz
 
Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaKicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
 
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsCelebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
 
Basics of Killer Content Marketing
Basics of Killer Content MarketingBasics of Killer Content Marketing
Basics of Killer Content Marketing
 
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudHow Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
 
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceWhen Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
 
Retail CLV is the New Black
Retail CLV is the New BlackRetail CLV is the New Black
Retail CLV is the New Black
 
CRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthCRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline Growth
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
 
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceNo Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
 
How Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationHow Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & Personalization
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
 
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceHow ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
 
How Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsHow Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer Wins
 
Power your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformPower your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 Platform
 
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookHow the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
 
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltyBlending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
 
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersYou Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
 
Mobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideMobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with Nationwide
 
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceThe Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
 

120 Email Marketing Rules to Live By

  • 1. EMAIL 120 MARKETING RULES to Live By @chadswhite
  • 2. Email Marketing Rules breaks down this complex, often misunderstood channel into easy-to-understand 120 rules.
  • 3. 11 The first rules are the Fundamental Imperatives. These should be followed to the letter.
  • 4. RULE 1 Follow the law, but recognize that doing so gives you no protection from spam complaints or other negative reactions. Visit rules.ws Tweet This Rule
  • 5. RULE 2 Make sure consumers are aware that you are adding them to your email list. Visit rules.ws Tweet This Rule
  • 6. RULE 3 Never make an email opt-in mandatory for a customer interaction. Visit rules.ws Tweet This Rule
  • 7. RULE 4 Treat new subscriptions as conditional on the subscriber engaging with your emails. Visit rules.ws Tweet This Rule
  • 8. RULE 5 Make unsubscribing easy, taking no more than two clicks, and honor opt-out requests immediately. Visit rules.ws Tweet This Rule
  • 9. RULE 6 Accept that permission expires when a subscriber hasn’t engaged with your emails in a long time. Visit rules.ws Tweet This Rule
  • 10. RULE 7 Accept that permission grants are limited to the email address offered, even if you know one of their other addresses. Visit rules.ws Tweet This Rule
  • 11. RULE 8 Accept that securing an opt-in to another channel doesn’t constitute permission to reach a consumer via email, too. Visit rules.ws Tweet This Rule
  • 12. RULE 9 Don’t share email addresses with other brands within your company. Visit rules.ws Tweet This Rule
  • 13. RULE 10 Don’t buy email lists or barter for email addresses. Visit rules.ws Tweet This Rule
  • 14. RULE 11 When renting an email list, the list owner should never share the list with the renter. Visit rules.ws Tweet This Rule
  • 15. 109 The remaining rules are the Practice Guidelines. How these rules are executed upon will vary as each company seeks the best execution for their brand.
  • 16. RULE 12 Focus on maximizing the value of a subscriber, not on maximizing the results of a campaign. Visit rules.ws Tweet This Rule
  • 17. RULE 13 Measure your negative performance metrics, not just your positive ones. Visit rules.ws Tweet This Rule
  • 18. RULE 14 View email performance by subscriber segments, paying close attention to how your most valuable subscribers react. Visit rules.ws Tweet This Rule
  • 19. RULE 15 Recognize that many of the actions prompted by emails are not easily trackable or measurable. Visit rules.ws Tweet This Rule
  • 20. RULE 16 Don’t attach too much meaning to your open rates. Visit rules.ws Tweet This Rule
  • 21. RULE 17 Benchmark yourself primarily against yourself. Visit rules.ws Tweet This Rule
  • 22. RULE 18 Use an email service provider to send your commercial email. Visit rules.ws Tweet This Rule
  • 23. RULE 19 Accept that ESPs have relatively little control over the deliverability of your emails. Visit rules.ws Tweet This Rule
  • 24. RULE 20 Use email authentication and send from a domain you control. Visit rules.ws Tweet This Rule
  • 25. RULE 21 Keep your spam complaint rate under 0.1%, preferably well under. Visit rules.ws Tweet This Rule
  • 26. RULE 22 Don’t obsess over content filtering when writing subject lines and creating email content. Visit rules.ws Tweet This Rule
  • 27. RULE 23 Avoid overreacting to the introduction of new inbox organization tools and services. Visit rules.ws Tweet This Rule
  • 28. RULE 24 Don’t add role-based email addresses to your email list. Visit rules.ws Tweet This Rule
  • 29. RULE 25 Use confirmed opt-in to protect yourself from low-quality email acquisition sources. Visit rules.ws Tweet This Rule
  • 30. Visit rules.ws RULE 26 Recognize that not all subscribers are equally valuable or desirable. Tweet This Rule
  • 31. RULE 27 Focus on adding engaged subscribers to your list. Visit rules.ws Tweet This Rule
  • 32. RULE 28 Recognize that the best email acquisition sources are closest to your shopping and customer service operations. Visit rules.ws Tweet This Rule
  • 33. RULE 29 Don’t force people to register as a customer in order to receive promotional emails from you. Visit rules.ws Tweet This Rule
  • 34. RULE 30 Make your email signup forms and links prominent to boost their performance. Visit rules.ws Tweet This Rule
  • 35. RULE 31 Tell consumers why they should sign up to receive your emails. Visit rules.ws Tweet This Rule
  • 36. RULE 32 Avoid using overly rich signup incentives because they can attract low-quality subscribers. Visit rules.ws Tweet This Rule
  • 37. RULE 33 Deliver email signup incentives to the email address provided. Visit rules.ws Tweet This Rule
  • 38. RULE 34 Set expectations regarding how many emails you’ll be sending subscribers and what content will be in them. Visit rules.ws Tweet This Rule
  • 39. RULE 35 Keep your email signup forms short and simple, and collect additional information after signups. Visit rules.ws Tweet This Rule
  • 40. RULE 36 Recognize that requiring email subscribers to share additional contact information lowers signups significantly. Visit rules.ws Tweet This Rule
  • 41. RULE 37 Only ask subscribers for information you will use. Visit rules.ws Tweet This Rule
  • 42. RULE 38 Explain to subscribers how sharing additional information with you will benefit them. Visit rules.ws Tweet This Rule
  • 43. RULE 39 When profiling subscribers, ask them questions that lead you to a clear response. Visit rules.ws Tweet This Rule
  • 44. RULE 40 Routinely audit your preference center and acquisition sources to make sure they are up to date and working properly. Visit rules.ws Tweet This Rule
  • 45. RULE 41 Use the signup confirmation page as a “pre-welcome message” to continue to engage new subscribers. Visit rules.ws Tweet This Rule
  • 46. RULE 42 Send a welcome email immediately after signup. Visit rules.ws Tweet This Rule
  • 47. RULE 43 Send a series of welcome emails to inform and engage new subscribers. Visit rules.ws Tweet This Rule
  • 48. RULE 44 Message new subscribers differently depending on their acquisition source and customer history. Visit rules.ws Tweet This Rule
  • 49. RULE 45 Include an unsubscribe link in your welcome emails. Visit rules.ws Tweet This Rule
  • 50. RULE 46 Fulfill subscriptions quickly after sending your welcome email(s). Visit rules.ws Tweet This Rule
  • 51. RULE 47 Pay special attention to subscribers during their first weeks on your list, as this is when they are most engaged. Visit rules.ws Tweet This Rule
  • 52. RULE 48 Use a recognizable and consistent sender name for your emails. Visit rules.ws Tweet This Rule
  • 53. RULE 49 Keep your subject lines short but still coherent and descriptive. Visit rules.ws Tweet This Rule
  • 54. RULE 50 Recognize that an unopened email delivers a brand impression and call-to-action through its sender name and subject line. Visit rules.ws Tweet This Rule
  • 55. RULE 51 Measure the success of a subject line by how well it drives clicks and conversions. Visit rules.ws Tweet This Rule
  • 56. RULE 52 Use snippet text like a “second subject line” to support and extend your subject line. Visit rules.ws Tweet This Rule
  • 57. RULE 53 Use a single, flexible email template for all your routine promotional emails. Visit rules.ws Tweet This Rule
  • 58. RULE 54 Design your emails to render well and function properly across a wide range of platforms and devices. Visit rules.ws Tweet This Rule
  • 59. RULE 55 Design your emails so they convey their message even when images are blocked. Visit rules.ws Tweet This Rule
  • 60. RULE 56 Design your emails with a clear content hierarchy so they can be easily scanned by subscribers. Visit rules.ws Tweet This Rule
  • 61. RULE 57 Design your email content so it can be viewed in screen-sized chunks. Visit rules.ws Tweet This Rule
  • 62. RULE 58 Pay extra attention to the top portion of your email that appears above the fold and ensure it’s well-branded. Visit rules.ws Tweet This Rule
  • 63. RULE 59 Design your emails so they are harmonious with, but don’t exactly mirror, your website’s design. Visit rules.ws Tweet This Rule
  • 64. RULE 60 Create an email content calendar to aid in resource allocation and content and design planning. Visit rules.ws Tweet This Rule
  • 65. RULE 61 Provide context for products featured in your emails. Visit rules.ws Tweet This Rule
  • 66. RULE 62 Give your customers and other people a voice in your emails. Visit rules.ws Tweet This Rule
  • 67. content and Visit rules.ws RULE 63 Offer subscribers non-promotional Tweet This Rule calls-to-action.
  • 68. RULE 64 Use faster channels to help determine the content of your emails. Visit rules.ws Tweet This Rule
  • 69. RULE 65 Make your calls-to-action clear in language and positioning. Visit rules.ws Tweet This Rule
  • 70. RULE 66 Offer subscribers many paths to click through from an email. Visit rules.ws Tweet This Rule
  • 71. RULE 67 Don’t limit your email calls-to-action Visit rules.ws to online only. Tweet This Rule
  • 72. RULE 68 Keep the weight of your emails reasonable to avoid long load times and deliverability issues. Visit rules.ws Tweet This Rule
  • 73. RULE 69 Do not include attachments on your commercial emails. Visit rules.ws Tweet This Rule
  • 74. RULE 70 Use motion selectively in emails to engage subscribers. Visit rules.ws Tweet This Rule
  • 75. RULE 71 Don’t include sound effects or auto-play videos with sound enabled by default in your emails. Visit rules.ws Tweet This Rule
  • 76. RULE 72 Don’t avoid creating long emails because you think subscribers won’t scroll. Visit rules.ws Tweet This Rule
  • 77. RULE 73 Don’t expect subscribers to scroll back to the top of your emails. Visit rules.ws Tweet This Rule
  • 78. RULE 74 Include links to your social media pages and your mobile app in your emails. Visit rules.ws Tweet This Rule
  • 79. RULE 75 Don’t place anything important after your footer copy because subscribers are unlikely to see it. Visit rules.ws Tweet This Rule
  • 80. RULE 76 Use a consistent email design, but don’t be afraid to deviate from it occasionally. Visit rules.ws Tweet This Rule
  • 81. RULE 77 Keep a swipe file of your most successful email campaigns and components to inspire future campaigns. Visit rules.ws Tweet This Rule
  • 82. RULE 78 Signal the arrival of the holiday season and other seasonal events by altering your email designs. Visit rules.ws Tweet This Rule
  • 83. RULE 79 Make your opt-in forms, welcome emails, and other email marketing components seasonally relevant. Visit rules.ws Tweet This Rule
  • 84. RULE 80 Send subscribers more email when they are in the market or otherwise predisposed to take action. Visit rules.ws Tweet This Rule
  • 85. RULE 81 Message your subscribers differently during the holiday season. Visit rules.ws Tweet This Rule
  • 86. RULE 82 Recognize that once-a-year gift-buying makes subscribers’ interests less predictable during the holiday season. Visit rules.ws Tweet This Rule
  • 87. RULE 83 Recognize that what subscribers do is more important than what they say. Visit rules.ws Tweet This Rule
  • 88. RULE 84 Send subscribers some segmented messages based on their expressed and implied preferences. Visit rules.ws Tweet This Rule
  • 89. RULE 85 Use dynamic content and personalization to add targeted content to emails. Visit rules.ws Tweet This Rule
  • 90. RULE 86 When personalizing content, have a good default set up for when you don’t have data for a particular subscriber. Visit rules.ws Tweet This Rule
  • 91. RULE 87 Avoid misleading uses of personalization that suggest an email’s content is deeply personalized when it is not. Visit rules.ws Tweet This Rule
  • 92. RULE 88 Optimize the delivery time of your emails to increase their visibility in the inbox. Visit rules.ws Tweet This Rule
  • 93. RULE 89 Include promotional, seasonal, and service content in your transactional emails. Visit rules.ws Tweet This Rule
  • 94. RULE 90 Address moments that matter by creating a variety of triggered emails that boost sales and improve customer service. Visit rules.ws Tweet This Rule
  • 95. RULE 91 When using behavior triggers, be careful not to cannibalize natural behaviors. Visit rules.ws Tweet This Rule
  • 96. RULE 92 Be careful not to come across like Big Brother when using behavior triggers and personalization. Visit rules.ws Tweet This Rule
  • 97. RULE 93 Avoid offering special incentives in messages triggered by a non-purchase. Visit rules.ws Tweet This Rule
  • 98. RULE 94 Place a cap on triggered email volume and establish a messaging hierarchy. Visit rules.ws Tweet This Rule
  • 99. RULE 95 Keep an inventory of your triggered email programs and regularly schedule time to update and fine-tune them. Visit rules.ws Tweet This Rule
  • 100. RULE 96 Use segmentation, triggered emails, and other tactics to send your most engaged subscribers more email. Visit rules.ws Tweet This Rule
  • 101. RULE 97 Define inactive subscribers by their email behaviors, but also consider their customer behaviors. Visit rules.ws Tweet This Rule
  • 102. RULE 98 Send your inactive subscribers different messaging at a lower frequency. Visit rules.ws Tweet This Rule
  • 103. RULE 99 Send a series of re-permission emails before you remove a chronically inactive subscriber from your email list. Visit rules.ws Tweet This Rule
  • 104. RULE 100 Design your landing pages so they look good and function well across a wide range of platforms and devices. Visit rules.ws Tweet This Rule
  • 105. RULE 101 Use language and images from the email on the landing page to create a smooth transition from email to landing page. Visit rules.ws Tweet This Rule
  • 106. RULE 102 Use landing pages that minimize the number of clicks it takes for subscribers to convert. Visit rules.ws Tweet This Rule
  • 107. RULE 103 Don’t make subscribers hunt for the items featured in your emails. Visit rules.ws Tweet This Rule
  • 108. RULE 104 Design well-branded landing pages and email administration pages that offer a clear path forward. Visit rules.ws Tweet This Rule
  • 109. RULE 105 Don’t remove a landing page too quickly without providing an alternative. Visit rules.ws Tweet This Rule
  • 110. RULE 106 Create a pre-send checklist to reduce the possibility of making a serious mistake. Visit rules.ws Tweet This Rule
  • 111. RULE 107 Don’t draw undue attention to email mistakes by overreacting. Visit rules.ws Tweet This Rule
  • 112. RULE 108 Take steps to reduce the impact of email marketing mistakes when they are discovered quickly. Visit rules.ws Tweet This Rule
  • 113. RULE 109 Have an apology email drafted but only send it, or resend an email, in the case of a very serious error. Visit rules.ws Tweet This Rule
  • 114. RULE 110 Recognize that list growth can also be boosted by reducing unsubscribes. Visit rules.ws Tweet This Rule
  • 115. RULE 111 Clearly identify the subscriber on the opt-out page and in the preference center. Visit rules.ws Tweet This Rule
  • 116. RULE 112 Give subscribers options in addition to completely opting out. Visit rules.ws Tweet This Rule
  • 117. RULE 113 Be gracious as subscribers opt out to avoid brand damage. Visit rules.ws Tweet This Rule
  • 118. RULE 114 Confirm an unsubscribe request via the channel through which it was requested. Visit rules.ws Tweet This Rule
  • 119. RULE 115 Routinely audit your opt-out processes to make sure they are working properly. Visit rules.ws Tweet This Rule
  • 120. RULE 116 Use your email metrics to identify areas for improvement and future testing. Visit rules.ws Tweet This Rule
  • 121. RULE 117 Create a calendar or list of tests to run so you can methodically build on your findings. Visit rules.ws Tweet This Rule
  • 122. RULE 118 Perform tests on groups of active, unbiased subscribers. Visit rules.ws Tweet This Rule
  • 123. RULE 119 Make sure the results of your email tests are statistically significant. Visit rules.ws Tweet This Rule
  • 124. RULE 120 Challenge your new champions in order to verify gains and uncover new gains. Visit rules.ws Tweet This Rule
  • 125. “Once again the best book ever written about email marketing. A massive amount of new information.” —Jay Baer, New York Times bestselling Author of Youtility >> Read excerpts >> Buy on Amazon.com
  • 126. If you enjoyed 120 Email Rules to Live By, please tell a friend about it. CLICK TO TWEET: Check out @chadswhite’s 120 Email Marketing Rules to Live By: rules.ws
  • 127. Chad White is the author of Email Marketing Rules and thousands of articles and posts about email marketing trends and best practices. His research and commentary have appeared in more than 100 publications, including The New York Times, The Wall Street Journal, USA Today, U.S. News & World Report, Advertising Age, Adweek, MarketWatch, and SmartMoney. Chad is currently the Lead Research Analyst at the Salesforce Marketing Cloud.
  • 128. Thank you for your time.