By N. Storms, Social Media Manager
We’ve all thought it: “Do I really need to read another book on email marketing?” If you’re a marketer you’ve probably spent a good amount of time perusing email marketing best practices before sending something to your customers. But the short answer is yes, you need to read this book.
Chad White’s updated book, Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success (Second Edition) is worth the read. And it’s even better as a quick-reference tool.
Solid Advice from an Email Expert
Chad White earned his credentials as the authority on email marketing while a research director at the Direct Marketing Association and Responsys, and in his current role as Lead Research Analyst at the Salesforce Marketing Cloud. 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.
In his book, White breaks down his formidable breadth of knowledge into 120 simple rules that cover the entire lifecycle of the email marketing channel. Whether you’re concerned about the legal considerations of email marketing or the fundamentals of optimizing list growth and customer engagement, you’ll want to know what he knows. If you’re responsible for email marketing for your organization, you’ll want to keep this book handy as a go-to reference.
A Collection of Cheat Sheets
White’s tome is less of a book and more of a collection of cheat sheets on every possible facet of email marketing. There is more value in each of his short, one- to two-page chapters than most online articles on the topic. From list building and A/B testing to templates and responsive design, White covers it all and demonstrates exactly why he is known in the industry as the email guru.
If every time you plan an email marketing campaign feels like a pop quiz, keep this book within reach. Chris Klein, professional marketing writer had this to say, “I can’t always remember how many characters are optimal for subject lines and sometimes I need reminding about content hierarchy. This book is great for stuff like that. I’ve had clients come back with subjective feedback on an email I’ve written and it really helps to have a definitive resource to point to and back up what is or isn’t a best practice.”
Save a Spot Next to Your Thesaurus
Whether just starting out in email marketing or seasoned veteran, this is a solid reference book for all digital marketers that only gets better the more dog-eared the pages become.