Are you buying #AlternativeEmailFacts as truth?
In the age of misinformation, email marketers need to get their facts straight. Columnist Chad White debunks five dubious and commonly accepted claims about email marketing best practices.
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Chad White's latest articles
7 easy wins to add to your email marketing to-do list
Looking to step up your email marketing program this year? From animated GIFs to responsive email design, columnist Chad White shares seven ways to give your email marketing a boost.
The 12 stages of email marketing’s evolution: Past and future
Columnist Chad White takes a close look at how email has changed since the 1990s and the trends that will shape email marketing in 2017.
6 ways marketers try to manipulate subscribers and why we should stop
Don't underestimate the intelligence of your subscribers. Columnist Chad White describes six email marketing manipulations and explains why they're misguided.
The hierarchy of subscriber needs: Key success & failure metrics
The only way to keep your email subscribers on board is to meet or exceed their expectations. Columnist Chad White discusses how to use success and failure metrics to measure and meet these demands.
Gmail finally supports responsive design: answers to 4 burning questions
Google has started rolling out support for responsive email design in its various Gmail clients. Columnist Chad White explains what email marketers should and shouldn't do in light of this dramatic change.
5 email marketing sound bites (and the deeper meaning behind them)
Columnist Chad White highlights the words worth repeating from a recent conference and offers his take on what marketers can learn from them.
The growing appeal of responsive-aware email design
Many brands are utilizing responsive design for their email marketing, but the production costs and skills needed to create fully responsive emails can sometimes be prohibitive. In these cases, columnist Chad White recommends responsive-aware design.
Redefining success: 3 dangers of email conversion inflation
Don't label everything and anything a conversion. Columnist Chad White says you need to focus on the right metrics to get a better understanding of your campaign performance over time.
Are email marketers too afraid of failure? 4 fears to conquer
Columnist Chad White says marketers need to be bolder and more innovative to win (and even just to survive) at email marketing.
How marketers can identify companies that value email marketing
From team sizes to the number of specialists hired, columnist Chad White takes a look at the characteristics of companies that truly appreciate email marketing.
4 ways to improve your email marketing production process
Is it time to update your email production workflow? Columnist Chad White shares key areas to focus on to help you speed things up and boost your email program.
Email marketers, meet your new cubicle mate: machine intelligence
Columnist Chad White takes a look at the future of machine learning and AI in email marketing, its limits, and why humans will still have a big role to play.
5 Predictions For Email Marketing In 2020
From hyper-personalization to voice interfaces, columnist Chad White takes a look at what email marketers should expect in four years.
2 New Reasons That Email Attribution Is Not A Straight Line
Email marketing is an increasingly difficult channel to track, explains columnist Chad White, which is why marketers need to rethink their approach and look toward new metrics.
7 Email Marketing Predictions For 2016
What's ahead for email marketers in 2016? From responsive design to an Apple voice-controlled headset, columnist Chad White shares his thoughts on what the future holds for email marketing.
My Top 5 Favorite Apology Emails
Email marketing mistakes are inevitable, but there's a lot you can learn from other brands' attempts to make amends. Columnist Chad White compiles a list of his favorite email apologies.
10 Tips For A Very Merry Email Marketing Holiday Season
With the holiday season upon us, it's time to super-charge your email marketing strategy. Columnist Chad White has some tips for avoiding lumps of coal and getting truly merry email marketing results.
4 Reasons Broadcast Emails May Be Quietly Breaking Your Email Program
Don't let an over-reliance on broadcast emails drag you down. Columnist Chad White explains why marketers should spend less time sending broadcast emails and more time on optimizing their triggered email efforts.
4 Characteristics Of A Contextually-Aware Email Marketing System
Are you looking to create more relevant emails? Columnist Chad White lays out key elements of an email marketing system that tailors your message more closely to your audience.
The 5 Levels Of Mobile-Friendly Email Design: Time To Graduate
Some brands have mobile-friendly websites but fail to give their email subscribers the same experience. Columnist Chad White explains why it's time to close that gap and suggests ways to do it.
5 Secrets To Getting Subscribers To Forward Your Emails
How do you get people to share your brand's messages with others? Columnist Chad White offers these key tactics for encouraging your subscribers to forward your emails.