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 value of a subscriber, not on maximizing the results of a campaign." You're not serving up campaigns; you're serving subscribers. Look at the cumulative effect of your messaging on subscribers over time rather than on a per-campaign basis.
"Rule #19: Recognize that not all subscribers are equally valuable or desirable." Unqualified list growth is a horrible program goal. Give more attention to sources that attract high-quality subscribers and less or no attention to sources that attract low-quality subscribers.
"Rule #108: Challenge your new champions." Testing is a never-ending process. Even when you find something that works, you have to continue to challenge it.
SJ: I really liked and agree with Rule #57: Use faster channels (search, Twitter, etc.) to help determine the content of your emails. Why do so few people take advantage of resources like this to optimize their email campaigns?
CW: While the silos are really starting to erode, there's still a lot of compartmentalization in marketing departments. Coordination and knowledge-sharing is hard. But there are very clear opportunities there to be had.
SJ: As an email veteran and a guy who has followed thousands of email programs over the years, what makes you still passionate about this channel and industry and what do you think is email's biggest challenge and opportunity?
CW: I'm addicted to the change in our industry. As a researcher and watcher, that's what I love about it. There's never a shortage of issues to explore: new ISP functionality, new marketer capabilities, new cross-channel influences - and most importantly, new consumer behaviors.
Honestly, I think that both the biggest challenge and opportunity for email marketers is the pace of change. This is a "keep up or get left behind" industry. Mobile, social, big data, automation - all are big challenges and opportunities.
SJ: What will be the biggest changes for digital marketers leveraging email over the next 12 to 18 months?
CW: Adapting to a mobile email marketing world will remain a huge challenge over the next year and beyond. There's a lot of focus on mobile-friendly email design right now, but that's just the beginning of the changes that mobile has in store for us.
Looking further out, I believe at some point we'll have to contend with real privacy legislation that will demand much more openness and transparency from marketers. But given how dysfunctional Washington has become, we probably have a good long while before we have to deal with that.
SJ: Thanks Chad - good luck with the book! Readers can ask Chad some additional questions here in the comments or tweet him @chadswhite.
Image on home page via Shutterstock.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing-focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs, and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Chick-fil-A, Cox Business, Phillips66, Porsche, and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.
Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.
Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.
He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine, and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.
Additionally, Jenkins is the creator of EmailStatCenter.com and SocialStatCenter.com, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.
Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech-based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.
March 19, 2014