Marketers sometimes do a lot of work for less than optimal results, because they trust in email best practices that just aren’t true. In other words, they’re using #AlternativeEmailFacts, says Chad White.
In Part 1 of my two-part interview with author and email expert Chad White, we covered why he wrote his new book and the double-edged sword of high email frequency. In this final Part 2, we talk about what is truly important, why marketers should leverage Twitter for email and what fires up this email veteran. Simms Jenkins: What are the three most important rules if you had to call them out to someone looking to take their email efforts to the next level? Chad White: That's tough, but I think I'd say … Rule 11: Focus on maximizing the
Chad White is one of the better-known email marketing experts and has long been the go-to voice for retail email marketing research and analysis. He launched The Retail Email Blog years ago and now serves as principal of marketing research at ExactTarget. He recently wrote "Email Marketing Rules" and remains a champion for email subscribers, even delivering opinions that email marketers may not want to hear. I talked with Chad in this two-part interview where he covers a wide range of subjects—from his book to the notion that more email can cure any email program.
Last year, Valentine’s Day raked in $905 million in online sales. Last year, Discovery Card conducted a Valentine’s Day Shopping Survey and found that: Men expected to spend an average of $127 on their ladies, and the ladies $74. Of the women, 53 percent said they would purchase gadgets for their men. ... 65 percent would make their purchase one week before February 14. 10 percent of men would wait until February 14. 39 percent of women planned on spending nothing. 22 percent of men and 15 percent of women planned to purchase a gift online.
The most interesting news of the week came to me via an email alert from Chad White, research director of Smith-Harmon, a Responsys company, and founder of the Retail Email Blog. The alert said Sears was testing a new Gmail functionality and, in the words of Chad, "was pretty cool stuff." It directed me to his blog posting on the subject.