Email Marketing Rules: Checklists, Frameworks,  and 150 Best Practices  for Business Success

Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success
By Chad S. White

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Product Description

Email marketing’s power is matched only by how incredibly misunderstood it is.

Email Marketing Rules demystifies this vital channel, taking you step by step through 150 best practices, providing extensive tactical checklists, and giving you strategic frameworks for long-term success.

Updated and greatly expanded, the 3rd Edition of Email Marketing Rules will help you…

  • Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics
  • Build high-performance lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely
  • Ensure your emails are delivered by understanding the factors that cause inbox providers to block senders
  • Craft relevant messaging with effective subject lines, savvy designs, and smart targeting
  • Automate your messaging so you address moments that matter and create highly engaging subscriber journeys
  • Develop solid workflows that avoid errors and speed up production

Product Details

  • Amazon Sales Rank: #85374 in Books
  • Published on: 2017-05-29
  • Original language: English
  • Dimensions: 8.00" h x 1.10" w x 5.00" l,
  • Binding: Paperback
  • 488 pages

Editorial Reviews

"Chad is dead on with this book. Stop chasing the next new thing and get good at email."
-JOE PULIZZI, Founder of the Content Marketing Institute; author of five books, including Content Inc. and Epic Content Marketing

"Email marketing is more critical than ever. Email Marketing Rules is timely, relevant, and necessary. Highly recommended!"
-JAY BAER, President of Convince & Convert; author of Hug Your Haters and Youtility

"Chad is honestly one of the brightest minds in email marketing, and this book is the gold standard on email best practices."
-MATHEW SWEEZEY, Principal of Marketing Insights at Salesforce; author of Marketing Automation for Dummies

"Avoid leaving money on the table. Email Marketing Rules gives you a well-structured, easy-to-follow template for reviewing and improving your program."
-DR. DAVE CHAFFEY, CEO & Publisher of; digital marketing author

"I train hundreds of email marketers and reference this book regularly. A must-have."
-KRISTIN BOND, Sr. Email Marketing Manager at Girl Scouts; Co-Founder of Women of Email

"Chad White lays out the key 'rules' required to take your program to the next level. Ignore them and you risk being left behind by competitors."
-LOREN McDONALD, Marketing Evangelist at IBM Watson Marketing

"The Wikipedia of email marketing. You simply can't find a more comprehensive all-in-one resource."
-JUSTINE JORDAN, VP of Marketing at Litmus; 2015 Email Experience Council Email Marketing Thought Leader of the Year

"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; author of The New Inbox and The Truth About Email Marketing

"A clearly written guide...from a master of retail email marketing. A must-read."
-DON DAVIS, Editor in Chief of Internet Retailer Magazine

"Chad White provides a clear reminder that email marketing done right remains one of the most powerful marketing tactics available today. Read this book."
-JEFFREY K. ROHRS, Chief Marketing Officer of Yext; author of AUDIENCE

"Incredibly thorough and packed with the most useful content of ANY book on email marketing!"
-JOEL BOOK, Senior Director of Digital Marketing Insight at Salesforce

About the Author
CHAD S. WHITE has written more than 3,000 posts and articles about email marketing trends and best practices. He has served as lead email marketing researcher at three of the largest email service providers—Salesforce, ExactTarget, and Responsys—as well as at Litmus and the Direct Marketing Association. A former journalist at Condé Nast and Dow Jones & Co., Chad has been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age.

Customer Reviews

Most helpful customer reviews

1 of 1 people found the following review helpful.
5Excellent book!
By Lisa Wester
Everyone in the email marketing industry is talking about the book “Email Marketing Rules,” by Chad White and I must join in the conversation! I use it daily as a reference guide and highly recommend you do too.

1 of 1 people found the following review helpful.
5The Rules Have Changed. Are You Keeping Up?
By Douglas N. Burdett
[[VIDEOID:a3d3adad32a1778890b8e56aae3b8312]] Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about new, 3rd edition of the book "Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success" by Chad S. White.
Email is one of the most powerful and misunderstood marketing tactics available these days.

When email marketing is properly executed, it can dramatically improve your marketing, sales, customer retention, recruiting and more. But you have to know what you’re doing. There’s a lot more involved than just blasting out your message. And that’s where the misunderstood part comes in. One of the biggest marketing crimes committed these days is treating email like an outbound, interruptive marketing tactic. There are a few big reasons why that’s particularly harmful for the sender.

First, it doesn’t work very well because with email marketing you have to remember that you have been invited to the recipient’s inbox. Oh, you weren’t invited? Well then, prepare for repercussions. One of the repercussions is that the recipient won’t like you and want to do business with you. You are working toward becoming known, liked and trusted, right? Another is that the email marketing world, particularly the services that run your inbox, are keeping track of who is a poorly-behaved emailer. Misbehave and your company could find that any emails from your company may no longer get through to the recipients.

It’s sort of like the effect of a search engine that is moving your search results down into obscurity. That’s right, companies are actually doing harm to themselves with their email. And that’s actually worse than that you might also be breaking the law depending on which country you’re in. If your organization is doing any form of email marketing, you really can’t afford not to read Email Marketing Rules or at least have the people responsible for your email marketing read it.

And to listen to an interview with Chad S. White about "Email Marketing Rules", visit

2 of 2 people found the following review helpful.
5If you work on emails, send emails or want to learn more - this is everything.
By Amazon Customer
Email Marketing Rules is a well thought out book on the realities facing email marketing as a business practice and contributing marketing function.

Chad has done a great job of creating something that is easily digestible whilst empowering readers to create change through some known and unknown rules.

Whether you've been handed the reins of an email marketing program and have no experience or your well versed in email there are actionable things you can take away from this book.

As someone who works heavily in the Marketing Automation space, I'll loved reading this because email is still the foundation of a lot of my work. It also reaffirmed notions I've not seen captured or fully thought through in regards to things as basic as surface level metrics and deeper business altering metrics all the way through to communicating success in this channel to business leaders.

See all 28 customer reviews...

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