184 Best Practices to Optimize the Subscriber Experience and Drive Business Success
Chad White
The most comprehensive email marketing book from the most prolific email marketing author helps you master the most misunderstood marketing channel.
Updated and greatly expanded, the 4th Edition of Email Marketing Rules demystifies this vital channel, guiding you through its complexities to find the best execution for your brand—the one that serves the needs of your business and the needs of your subscribers.
Volume 1 of Email Marketing Rules discusses 184 best practices that help you…
- Build productive, safe email lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely.
- Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics.
- Create relevant messages with subject lines that draw in subscribers while avoiding “opener’s remorse” and designs that focus subscribers on taking action.
- Craft high-performance triggered emails, including welcome programmes that set you up for long-term success.
- Effectively plan and produce emails with workflows that allow you to seize opportunities and avoid errors.
- And much more, including understanding the law, optimising email frequency, using the best landing pages, and doing A/B testing.
Review
Chad White has, in my opinion, written the definitive playbook for turning overlooked emails into profit-driving powerhouses. In the e-commerce space where inboxes are battlegrounds, White’s 150+ actionable rules separate winners from the noise.
We implemented his “win-back email sequencing” for a struggling fashion retailer, triggering abandoned cart reminders with personalised product videos (Rule #83) reduced churn by 37%. His “mobile-first modular design” principles (Rule #42) also overhauled our template approach, boosting mobile click-throughs by 28% across clients. Most crucially, White’s “send time optimisation” data (Rule #61) proved our 9 AM blasts were missing peak engagement windows, simple timing shifts increased revenue-per-email by 19%.
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