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Chad White

Member since August 2006 Contact Chad

Chad White is the Lead Research Analyst at the Salesforce Marketing Cloud and the author of "Email Marketing Rules" and thousands of articles and posts about email marketing. His research and commentary have appeared in more than 100 publications, including The New York Times, The Wall Street Journal, USA Today, Advertising Age, Adweek, Fortune, and MarketWatch.

Meet Chad at MediaPost Events

  • Chad is attending Email Insider Summit, December 06, 2009
    The Chateaux at Silver Lake, Park City, UT

Articles by Chad All articles by Chad

  • Blowing Up the Paid-Owned-Earned Media Model  in Email Insider on 11/05/2014

    The paid-owned-earned media model has become dated. Social media, SMS/MMS, and email marketing have been awkwardly forced into the owned media slot, where they don't really belong. It's time to expand the model and acknowledge the uniqueness of these newer channels as well as our far from absolute control over them.

  • This Year's Email Marketing Twists: Holiday Predictions in Email Insider on 10/07/2014

    Behind the sounds of witches cackling and batwings flapping, I can already hear the faint jingling of Christmas bells. Honestly, it's not all that faint. The holiday season is already showing up in aisles at stores like Costco and in inboxes from brands like Toys "R" Us, Ikea, Sony, Hanna Andersson, Sephora, and The Shopping Channel. Every holiday season is a little different. Here are my thoughts on how the email marketing holiday season will be different this year.

  • Don't Use The Wrong Metrics To Measure Success in Email Insider on 09/09/2014

    In the new second edition of my book, "Email Marketing Rules,"I focus more on measuring success than on anything else except permission. That's because too often email marketers are using the wrong yardstick to measure the effectiveness of their programs. Here are three examples of how success is often measured incorrectly, leading to underperformance:

  • Four Keys To Improved Subscriber Journey With Progressive Profiling  in Email Insider on 08/12/2014

    Subscribers change over time. Their needs change. Their interests change. And change can be very dramatic from year to year and season to season. So even if your email program has a great onboarding program where you learn about subscribers' preferences, it's not enough. Analyzing subscriber behavior can give you valuable insights into their current needs and wants, but you should also be doing progressive profiling on a regular basis: that is, directly asking subscribers questions about their interests and preferences so you can serve them better.

  • The Common Thread  in Email Insider on 07/15/2014

    Three of the most important trends in email marketing right now are personalization, triggered messaging, and rendering techniques. These were the trends that we led off with in our annual Best of the Email Swipe File report this year, and reader reaction has confirmed that we were on the right track. However, when we looked at the individual selections that were trending the most with readers, there was a clear pattern. See if you can figure out what the common thread is among our four most popular selections, each of which was in a different category:

  • Best Practice: Confirm Every Opt-In Via COI Or COIL in Email Insider on 06/17/2014

    No, this is not a rant in favor of universal usage of double or confirmed opt-in (COI), although that practice certainly has its place. I've been a longtime supporter of single opt-in as "good enough" for most permissioning scenarios - especially when there's active consent - and nothing has changed that opinion. But because risks from opt-ins are rising, it seems reasonable to put in place a method of confirming opt-ins that provides a hedge against potentially problematic email addresses and permission grants. Why not take some inspiration from the confirmed opt-in process, but lower the bar?

  • More Email Marketing Double-Dog Dares  in Email Insider on 05/20/2014

    Since email is a fast-moving, fast-evolving channel, marketers must be experimenters to succeed at a high level. With that in mind, I dare you - no, I double-dog dare you - to test these out-of-the-box, bleeding-edge, and fun/weird ideas:

  • The Most Inspiring Subject Lines in Email Insider on 04/22/2014

    There's probably no greater fascination among email marketers than subject lines. Creating magic in just a few dozen characters is a mix of art, science and luck. While straightforward subject lines tend to fare best, I recently shared 100 of my favorite creative subject lines since 2006 to inspire folks to experiment and test. We asked readers to tweet their favorite subject lines from the collection, and keeping track of the nearly 500 tweets revealed some interesting trends.

  • Super-Engagement: Increasing The Value Of Your Most Valuable Subscribers in Email Insider on 03/25/2014

    Engagement is critical to email marketing success. It's so important that when our regularly scheduled broadcast emails fail to engage, we launch reengagement campaigns to reactivate inactive subscribers or those at risk of becoming inactive. That's smart because reengagement efforts improve deliverability and extend the time that subscribers are on your list, boosting their subscriber lifetime value. However, as much time as you invest in reengagement, you should be investing even more in "super-engagement": messaging tactics that further engage subscribers who are already highly engaged.

  • Five Ways To Improve Your Cart Abandonment Emails  in Email Insider on 02/25/2014

    Shopping cart abandonment emails are among the most powerful messages a marketer can send, but they could be even more powerful. Recent research into cart abandonment emails shows five clear opportunities to strengthen them:

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