Results for "Chad White"
The Most Oopsy-Prone Elements Of Email Marketing
Posted by Chad White on Feb 2, 10:26 AM
As an industry, we can learn a lot from the mistakes of our peers. That's the spirit in which I publish the Oopsy Hall of Fame each year. This year's inductees demonstrated several weak points in our collective email processes....
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Signs Your Email Program Is Behind The Curve
Posted by Chad White on Jan 19, 11:38 AM
Email marketing's high return on investment often breeds complacency -- and is often pointed to as both a blessing and curse. After all, why invest more in analytics, segmentation, and testing when the profits are already rolling in quite nicely? I'll tell you why.
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Retail Email Volume Hits All-Time High During 2009
Posted by Chad White on Jan 5, 1:57 AM
Every January I spend a lot of time reviewing and reflecting upon the prior year. In the weeks ahead, I'll be inducting the 2009 classes into my popular Subject Line, Design and Oopsy Halls of Fame. But before I get to those qualitative exercises, I always dig into the cold, hard stats from the previous year.
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Retail Email Highlights of 2009
Posted by Chad White on Dec 22, 10:12 AM
It's been another amazing year in retail email marketing. No one can say our industry is boring. There were plenty of challenges and plenty of creative and inspiring solutions from marketers. Here are some of the highlights.
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Four Email Marketing Predictions for 2010
Posted by Chad White on Dec 8, 7:42 AM
Among my forecasts for next year: Inactivation campaigns will become more important, thanks to ISPs giving weight to engagement metrics when determining whether to deliver to the inbox or junk folder or to block email. More preference centers will be launched. And, opt-out processes will become friendlier and more effective at retention.
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Email Marketing Powers Cyber Monday
Posted by Chad White on Nov 24, 10:43 AM
Are you ready for the biggest retail email day of the year? I'm speaking, of course, of Cyber Monday, which is this upcoming Monday, Nov. 30. I expect it to easily be the biggest retail email day of the year -- and probably the biggest ever.
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How To Avoid 'Back Alley Syndrome'
Posted by Chad White on Nov 10, 10:43 PM
Imagine you're walking through a store and see signs for a demonstration of a product you're interested in. You follow the signs to the back of the store and through a door that leads into the back alley, where you see the product demonstration going on. It's not the best brand impression, so chances are you're not going to stick around.It's the same thing when you reach a dead-end landing page without any branding, navigation or secondary content. I call this "back alley syndrome," and I've seen two glaring cases of it from major retailers in recent months.
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Email Has Leading Role In Multichannel Engagement
Posted by Chad White on Oct 27, 3:34 PM
Marketers are slowly catching up to their multichannel customers by ramping up usage of multichannel marketing tactics -- and email is at the core of many of those efforts.
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The Secret Language Of Sales
Posted by Chad White on Oct 20, 11:26 AM
I'm a big proponent of designing for blocked images, which is something designers and coders are extremely good at -- but I wouldn't call it a best practice. Some will say that's heresy, given that approximately half of all email users block images by default, but there are some things that words just can't convey.
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New Rules For Engagement-Reputation Era
Posted by Chad White on Oct 5, 4:03 PM
We're on the cusp of the engagement-reputation era in email marketing, when the ROI of an email program will be much more closely tied to how engaged subscribers are -- and much less about the size of the list. Two big shifts are driving fundamental changes in the way that email marketing will work in the not-too-distant future....
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- Chad White is the Research Director at Smith-Harmon, a Responsys Company and digital marketing services agency. Visit his blog at http://www.retailemailblog.com/
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