ChChad S Whitead S. White is the Head of Research at Oracle Marketing Consulting. He’s also the author of “Email Marketing Rules” and more than 3,000 articles and posts about email marketing. Chad was named the Email Experience Council’s 2018 Email Marketer Thought Leader of the Year. Find him on Twitter and LinkedIn @chadswhite.

What's Wrong with Email Marketing?

michael-fenton-y5dUcQXzJ40-unsplash-600

As powerful and unique as email marketing is, it’s far from perfect. If you want to grasp some of its imperfections, just look at what the inbox and mailbox providers have been doing. The features they’re pushing will give you a sense of what they feel is wrong with the channel....

Continue reading
  1650 Hits

Should Emails Expire? Yes and No

20220111-062112nelson-santos-jr-PuaIPFH3FHg-unsplash-600 Sunset

Most commercial email that’s sent is never deleted by recipients. Moreover, most commercial email content is only relevant for a fairly short period of time—say, weeks tops for the vast majority of it. As a consequence, mailbox providers currently store and maintain access to a tremendous amount of old and completely...

Continue reading
  1600 Hits

Apple’s MPP May Drive Email Design Changes that Actually Hurt Customer Engagement

bernd-dittrich-1q2ePkdT0qg-unsplash-600

Apple’s Mail Privacy Protection will have a broad range of effects on email marketers, impacting email analytics, design, deliverability, personalization, and optimization efforts. Sadly, subscribers who enable MPP will receive less relevant emails and more emails than they would have otherwise gotten if marketers could better measure their engagement through opens....

Continue reading
  3773 Hits

The 2 Social Contracts Being Broken by Apple’s New Privacy Protections

hannah-busing-Zyx1bK9mqmA-unsplash-500

Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to...

Continue reading
  3636 Hits

Managing the Risks and Opportunities of Pandemic Email Audience Changes

nicholas-green-nPz8akkUmDI-unsplash

List building has been challenging over the past 18 months, which has now made managing subscribers a challenge. Before talking about the issues that are pressing now, let’s look at how we got here… When coronavirus lockdowns started in March last year, consumer behaviors started to rapidly evolve. Many stores were...

Continue reading
  3002 Hits