Chad White

Chad White is the author of Email Marketing Rules and Research Director at Litmus, a provider of email creation, preview, and analytics tools. He has written thousands of posts and articles about email marketing -- as a journalist at Condé Nast and Dow Jones & Co.; as a researcher and analyst at the Direct Marketing Association, Responsys, and; and in his current role.

Performance Marketing

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.

Performance Marketing

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.

Performance Marketing

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.

Performance 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.