Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success

Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success
By Chad White

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Product Description


The Best Executions Are Powered by an Understanding of Best Practices

Email marketing offers unparalleled reach, acceptance, and effectiveness. It's also a well-established channel with well-defined behaviors and norms. Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand.

After breaking email marketing down into 120 easy-to-understand rules, Chad White then reassembles them around key concepts and principles, including how to...

  • Secure the right level of permission to maximize acquisition efforts while protecting your sender reputation
  • Create relevant messaging using savvy design techniques and smart targeting
  • Optimize list growth by finding and retaining high-value subscribers
  • Maximize subscriber lifetime value by addressing their needs during all six stages of the subscriber lifecycle
  • Maintain stellar deliverability by understanding your responsibilities and those of your ESP

Product Details

  • Amazon Sales Rank: #591064 in Books
  • Published on: 2014-09-02
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.00" h x .76" w x 5.00" l, .0 pounds
  • Binding: Paperback
  • 336 pages

Editorial Reviews

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

"More tips--many of them far from obvious--from a master of retail email marketing. A must-read."
--Don Davis, Editor in Chief of Internet Retailer Magazine

"Chad White is one of the top thinkers in the email world! Anytime I am asked how someone can learn more about email, I reference this book."
--Simms Jenkins, Founder & CEO of BrightWave and Author of The New Inbox and The Truth About Email Marketing

"A roadmap to success. In an easy-to-read format, it can be used as a go-to reference on all things email marketing."
--Andrew Bonar, Head of Client Success & Deliverability at Campaign Monitor and Publisher & Editor-in-Chief of

"Required reading for any marketer looking to build a first-class digital marketing strategy"
--Kyle Lacy, Director of Global Content & Research at the Salesforce ExactTarget Marketing Cloud, Coauthor of Social CRM for Dummies and Branding Yourself, and Author of Twitter Marketing for Dummies

"Email Marketing Rules gives marketers a well-structured, easy-to-follow template for reviewing and improving their programs."
--Dr. Dave Chaffey, Digital Marketing Author and CEO & Publisher

"Chad White simplifies the rules of the game. Those who fail to follow Chad's rules do so at their own risk."
--Loren McDonald, VP of Industry Relations at Silverpop, An IBM Company

"Chock-full of practical insights that will improve the profitability of your company's email marketing efforts"
--Jeff Rohrs, VP of Marketing Insights at the Salesforce ExactTarget Marketing Cloud and Author of AUDIENCE

About the Author
Chad White has written thousands of posts and articles about email marketing trends and best practices--as a journalist at Condé Nast and Dow Jones & Co., and as a researcher and analyst at the Direct Marketing Association, Litmus, and the two largest email service providers in the world, Responsys and

His research and commentary have appeared in more than 100 publications, including The New York Times, The Wall Street Journal, USA Today, U.S. News & World Report, Advertising Age, Adweek, MarketWatch, and SmartMoney.

Customer Reviews

Most helpful customer reviews

3 of 3 people found the following review helpful.
5The 120 Commandments
By Robert James
It took Moses four decades to write his laws, so we should be grateful it's taken only half that time for someone to codify the rules of email marketing.

And it was well worth the wait.

Writer, editor and e-mail marketer Chad White's extraordinary handbook, Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, is by far the most intelligible, comprehensive and practical handbook yet written on the subject.

The 300-page book makes it unassailably clear—and not just from his bio on the back— that White is an accomplished "hands-on" email marketer; that he's not only been to the mountain, but around the block.

White walks you through 120 essential e-mail marketing rules-of-thumb, or in his words "the rules that separate great marketers from good marketers."

And the trip is eye-opening.

Encyclopedic in scope, Email Marketing Rules covers everything you ever wanted to know, and leaves out the hucksterism that normally pollutes books of this sort.

My one criticism of White's book: I couldn't read it 20 years ago.

Five stars for Email Marketing Rules. Buy it. Read it. Keep it handy.

2 of 2 people found the following review helpful.
5The Foundation of Your Email Marketing
By Eugen Oprea
This book is the foundation of your email marketing if you are just getting started.

However, even if you are a seasoned email marketer this book will add a lot of value to know knowledge.

I found this book valuable because it will start by describing the most fundamental rules of email marketing and then will expand them.

Plus, what I loved most about Chad's book is that once you read all the rules, he will show you how they interconnect, in the second part of the book.

I would have loved to see more examples of implementation, but maybe that will be a different book on it's won.

I have tons of notes from it, I will try to regularly get back to this book and gift it to everyone who will get started with email marketing (colleagues, acquaintances).

2 of 2 people found the following review helpful.
5Get ready for the future of email marketing.
By blair john lee
If you value transparency, permission marketing, and having a marketing reputation that will last for years to come....Get this book.

I feel like an email marketing expert after reading this book.

For example, my church's emails kept going into my spam folder and I was missing out on updates. On a closer look, they were violating a number of deliverability rules explained in this book, that got them into my spam folder.

So I got in touch with them and we are now setting up an consulting appointment.

See all 73 customer reviews...

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