Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts

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9781484183304: Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts


Email marketing's "Wild West" days are long gone. Not only do ISPs maintain order like ironfisted sheriffs, but they've deputized every email user, arming them with a lethal "report spam" button. If you want to succeed in this town-or even just stay welcome-you need to follow the rules.

Email Marketing Rules is your guide to understanding the practices that lead to spectacular results, while steering you clear of potential trouble. Through 108 easy-to-understand rules, you'll learn how to:

  • Establish permission practices that will safeguard your ability to get your emails delivered
  • Set the right goals for your program
  • Fill your email list with the least risky and most profitable subscribers
  • Streamline your subscription process to maximize growth
  • Design emails that subscribers will respond to
  • Target subscribers with the right messaging at the right time
  • Leverage the growth of social media and mobile in your email program
  • ...and much more

While beginner-friendly and a great training tool, the book's crisp dissection of best practices will help even seasoned veterans make tactical improvements that boost the performance of their email programs.

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About the Author:

Chad White is an authority on email marketing trends and best practices, particularly within the retail industry, which he has covered for more than a decade as a journalist at Condé Nast and Dow Jones & Co. and as research director at the Direct Marketing Association, email marketing agency Smith-Harmon, and marketing software company Responsys. He's currently the principal of marketing research at ExactTarget, a global interactive marketing software provider. Chad's research and commentary have appeared in more than 100 publications, including the New York Times, Wall Street Journal, USA Today, U.S. News & World Report, Ad Age, Adweek, MarketWatch and SmartMoney. In addition to authoring "Email Marketing Rules," Chad has shared his insights and advice through thousands of blog posts and numerous research reports. He currently writes at


"Once again the best book ever written about email marketing. A massive amount of new information."
--Jay Baer, President of Convince & Convert, Author of Youtility and Co-Author of The NOW Revolution

"This is a treasure trove of guidance. A must-have for any email marketer."
--Don Davis, Editor in Chief of Internet Retailer Magazine

"A must-read manual for any email marketer. Fantastic advice for creating a relevant program that will improve your email ROI."
--Aaron Oppliger, Email Marketing Specialist, Oriental Trading Company

"Chock-full of practical insights that will improve your profitability."
--Jeff Rohrs, VP of Marketing Insights at ExactTarget, Author of AUDIENCE

"I recommend this book to anyone looking to gain a deeper understanding of what works and what doesn't in this often misunderstood marketing medium."
--Simms Jenkins, Founder & CEO of BrightWave Marketing, Author of The New Inbox

"Those who fail to follow Chad's rules, do so at their own risk."
--Loren McDonald, VP of Industry Relations at Silverpop, Author of Almost Everything You Wanted to Know About Email Marketing

"A continual reference for my day-to-day work--and my team, who all have copies of their own."
--Scott Cohen, Marketing Content Manager of Western Governors University and email marketing blogger on

"Chad brings together the latest thinking about email marketing, assembled in 108 concise rules."
--Anna Yeaman, Principal of Style Campaign

"This book is required reading for anyone new to the industry. A go-to reference on all things email marketing."
--Andrew Bonar, Head of Deliverability at Campaign Monitor and Publisher & Editor-in-Chief of

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