10 Years of Email Marketing Rules.pptx

10Years
of Email Marketing
Rules
What’sChanged&What’sNext

Anytime I see someone
complain that email marketing
is old and hasn’t changed
in decades…
it just confirms for me that
they don’t know anything
about email marketing.
Copyright © 2023, Oracle and/or its
affiliates

The truth is that the channel has
changed dramatically.
These changes are top of mind
for me personally as
I just marked the 10-year
anniversary of releasing
the 1st edition of Email
Marketing Rules by releasing
a new two-volume 4th edition.
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10yearsof EmailMarketingRules…
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2013 2014 2017 2023

Compared the 1st edition, the 4th edition has…
53% more must-follow and
recommended rules (184 vs. 120)
143% more glossary terms (282 vs. 116)
3 times more pages (677 vs. 214), and
is broken into two volumes
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Some of that is due to me
learning more about email
marketing and sharing it.
However, a good portion of it is
because email marketing has
become significantly more
complex over the past
decade.
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As I note in the Preface of the 4th edition, the last 10
years have seen many changes, including:
CASL, GDPR, & CCPA all going into effect
Emails on smart watches and voice assistants
Email interactivity via CSS and AMP for
email
Rich preview content using schema
The introduction of tabbed inboxes
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And also…
Modular email design systems
Dark mode support in most inboxes
AI and machine learning
Orchestration of email with other channels
New privacy features like Apple’s MPP
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Customer data centralized in CDPs

The next 10 years will usher
in just as many changes—
if not more.
This will require email
marketers to continue to
adapt and evolve along
with the channel, just as
they’ve been doing for
decades.
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Today, we’ll talk about 3 trends that will be critical
drivers of the next 10 years of email marketing.
Tighter privacy restrictions
Better omnichannel orchestration
More machine learning and AI
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1.
2.
3.

Chad S. White
Head of Research
Oracle Marketing Consulting
• Author of Email Marketing Rules
and nearly 4,000 posts and articles
about digital and email marketing
• ANA’s 2018 Email Marketer Thought
Leader of the Year
A Little About Me
@ChadSWhit
e
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Oracle MarketingConsulting
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500 consultants that’s uniquely positioned within Oracle to help
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Subscribe to our twice-monthly newsletter at
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Tighter Privacy
Restrictions
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Critical Driver #1

Two sources of privacy
restrictions:
Privacy laws passed
internationally,
nationally, and locally
Platform privacy
features by inbox,
mailbox, browser, and
other tech providers
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2003 2010 2016 2018
CAN-SPAM CASL GDPR CCPA
Passage of major privacy and anti-spam laws
PrivacyLaws

Eventually, the growing patchwork of state-level
privacy laws will make compliance so onerous
for companies that Republicans and
Democrats will agree on a new national
standard to replaceCAN-SPAM.
(And yes, there will likely be a carveout so political
emails remain opt-out marketing.)
PrivacyLaws
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With privacy and anti-spam laws weak in theUS,
platforms have filled the void.
PlatformPrivacy
Improved spam filtering based on
engagement
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Spamfilteringissogoodthat‘spam’hasbeenredefined

PlatformPrivacy
engagement
Attaching sender reputations to domains
Apple’s Mail Privacy Protection
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This has raised
questions…
Are opens still useful?
Are other inbox providers going
to obscure opens?
Are clicks going to be blocked?
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Time for a
Quick Poll
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bit.ly/Oracle-MPP
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spoti.fi/3LJ6jG9

PlatformPrivacy
engagement
Attaching sender reputations to domains
Apple’s Mail Privacy Protection
Sunsetting of third-party cookies
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Why do we need new anti-spam laws if mailbox
providers block nearly all spam?
Mailbox providers are great at curing the disease
that is spam, but only governments can stop the
spread of the disease.Why set such low
expectations for sender behavior?
YouMightBeThinking…
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Spamhasbeenindeclineoverthepastdecade

Countrieswithweakanti-spamlawsaremajorspamcontributors

A final thought about privacy
before we move on…
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For well over a decade, when you
ask consumers if they want
more privacy, they
emphatically say Yes!
If you ask them in the next breath
if they want more relevant
brand messages, they also say
Yes!
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In the eyes of consumers, it’s not
an either-or choice. They want
both.
So, as always, it’s on brands to
meet that challenge and
deliver relevant experiences that
respect consumer privacy.
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Better
Omnichannel
Orchestration
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Critical Driver #2

Four aspects:
OmnichannelOrchestration
Using omnichannel data to personalize
email and other digital marketing
campaigns
Using omnichannel data to segment
Using omnichannel data to trigger
Using the best channel to interact
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Email sophistication
Using email
engagement data to
personalize an email
Using SMS
engagement data to
personalize an email
Omni sophistication
Email inactivity
to trigger a
reengagement email
Mobile app inactivity
to trigger a
reengagement email
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Customer data
platforms (CDPs) will be
key to:
Centralizing customer
data
Cleaning & maintaining
it
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Analyzing it
Activating it across
channels

bit.ly/CX-CDP
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oracle.com/cx/
customer-data-
platform
Oracle Unity

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Customer data platforms are the
most hi-tech omnichannel tactic,
but there are lo-tech and no-
tech tactics that marketers
should take advantage of as well.

Email
SMS
Direct
Mail
Mobile
Push
Social
Media
Use your
marketing
channels to
encourage
cross-
channel opt-
ins, including
for email.
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Cross-Pollination

To give people a reason to opt into multiple channels,
telling them what’s different about each.
Cross-Pollination
Cadence
Voice
Content
Exclusives
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Email marketers should know about the…
SharingCampaignInsights
Most popular site search terms
Most clicked paid search ads
Most effective SMS campaigns
Most liked and shared social media
posts
Best converting landing pages
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And email marketers should tell others their…
SharingCampaignInsights
Most successful subject lines
Most clicked calls-to-action, plus the
body copy associated with those CTAs
Best subscriber segments
A/B testing results
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Collect zero-party data via…
GainingCustomerInsights
Signup forms
Onboarding
Preference centers
Long-term progressive profiling
Short-term progressive profiling
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Collect first-party data based on…
GainingCustomerInsights
Which emails are opened (if using
descriptive subject lines)
Which calls-to-action are clicked
What subscribers do post-click: browse,
watch, interact with, cart, purchase, etc.
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The Rule of 7 states that a consumer must be
exposed to a message 7 times before they’re likely
to act.
Coordinate the timing and content of your
messaging across channels to help create this
critical mass of exposure.
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CampaignCoordination

For example, for a new apparel collection…
CampaignCoordination
Feature it on homepage with runway
video
Send a catalog with collection on the
cover
Social post with influencers’ favorite
looks
SMS promoting catalog arrival and
homepage
Email promoting most popular looks,
etc.
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These kinds of cross-channel and
omnichannel activities help
brands gain data on two critical
fronts…
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DepthofCustomerKnowledge
Reported
What they say (demographic,geographic, firmographic, etc.)
Behavioral
What they do
Relational
Why they do things (psychographic)

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Breadthof Real-TimeCross-ChannelVisibility
Email
engagement only
Conversion activity also
across all conversion points
Omnichannel
engagement

All of those datapoints can’t be fully
leveraged to create great customer
experiences without…
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However,

More Machine
Learning &AI
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Critical Driver #3

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Machine learning andAI are part
of the critical third dimension of
email targeting: scaling
targeting activation.
They will take us beyond
prescriptive activation.

ScaleofTargetingActivation
Prescriptive
Defined segmentation
filters and set triggers
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Prescriptive targeting consists of fixed
selection criteria filters & if-then triggers.
Traditional personalized elements
Traditional segmentation filters
Traditional triggered emails
Traditional inactivity management
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Machine learning–driven
Adaptiveresults based on changing behaviors
Prescriptive

ML-driven targeting involves filter &
trigger selections that adapt based on
changing subscriber behaviors.
Send time optimization
Subject line writing tools
Fatigue analysis & RFM modeling
Product recommendations
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Best channel recommender models

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Machine learning–driven
Adaptiveresults based on changing behaviors
Artificial intelligence–driven
Adaptivealgorithmsbased on performance
Prescriptive

AI-driven targeting uses expansive
data sets & algorithms that adapt based
on results.
Generative AI text
Generative AI images
Adaptive algorithms that maximize KPIs
Deep pattern recognition
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PuttingAll 3
Factors
Together
Depth of Customer Knowledge
+
Breadth of Cross-Channel
Visibility + Scale of Targeting
Activation

Together, these three factors
can be used to help measure
your overall email targeting
sophistication level and
identify areas of opportunity
within your email program and
across your marketing
organization.
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DepthofCustomer
Knowledge
EmailTargetingSophistication
Breadthof Real-TimeCross-
ChannelVisibility
Scaleof
Targeting
Activation

Scaleof
Targeting
Activation
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Breadthof Real-TimeCross-
ChannelVisibility
DepthofCustomer
Knowledge
EmailTargetingSophistication
3
1
0
2

WhatThis Means
for Marketers
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3 Imperatives for Email
Marketing Career
Success

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Email marketers need to
becomebetter collaborators,
breaking out of their silos and
sharing and working across
teams and departments to
createcohesiveomnichannel
customerexperiences.
Imperative#1

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Email marketers need to
become more comfortable
with analytics, metrics, and
machine learning andAI
models.The art-science
balance in email marketing is
shifting toward science.
Imperative#2

Email
Creative
Email
Strategy
Marketing
Platform
Omnichannel
Synergies
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Email marketers
need to be more
broadly curious,
expanding their
knowledge and
appreciation beyond
just email.
Imperative#3 The 4 Pillars of
Email
Marketing

Thank you! Any
questions?
Visit Oracle Marketing Consulting at
Oracle.com/CX/Marketing/Consulting
To stay up to date on all of our new digital
marketing content, subscribe to our twice-
monthly newsletter at
bit.ly/CXMCnewsletter
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10 Years of Email Marketing Rules.pptx

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