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
Brought to you by:
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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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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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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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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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