If you believe what the email marketing purists say, there are a ton of rules out there – things to always (or never) do. Find out which email marketing “rules” you should consider breaking and why.

1. The Rebel’s Guide
to Email Marketing
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

2. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

3. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

4. Email has had a good run as king of
communications. But its reign is over.
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

5. Most emailed article of the day
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

6. Time for a game!
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

7. How many of you have...?
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

8. “Email marketing is NOT dead!”
- @djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

9. the secret
to email
marketing
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

10. Send timely,
targeted, valuable
HUMAN email to
people who want it
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

11. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

12. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
NOT HUMAN
X X X
Monday, July 1, 13

13. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

14. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
NOT HUMAN
X X X
Monday, July 1, 13

15. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

16. HUMAN
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

17. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

18. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
HUMAN
Monday, July 1, 13

19. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

20. First, I love this idea of getting people engaged right away.
Kudos!
Ha! I didn't think anyone would be reading my answers. P.S. I
guess I should always answer those automatic things as if
someone is reading them...though I think you are the first that
has ever responded!
Oh… you are good! I didn’t expect a response back - very good.
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

21. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
HUMAN
Monday, July 1, 13

22. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

23. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
CMO
Monday, July 1, 13

24. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

25. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

26. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

27. one more
secret to
email
marketing
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

28. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

29. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

30. Hey …
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

31. “But if you do gain that initial trust,
and more importantly, confirm and
grow it, you can write pretty lame
subject lines and people will still
read your messages.”
--Brian Clark (@copyblogger) … in 2010
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

32. !!!!!
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

33. Email Marketing Best Practices
You should ALWAYS…
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

34. Email Marketing Best Practices
You should NEVER…
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

35. Never use “free” or ALL
CAPS in a subject line
“RULE” #1
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

36. • 9,140,000 results
• “Ultimate list”
• “Top 100”
• 30 words”
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

37. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

38. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

39. FREE!!!
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

40. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
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Monday, July 1, 13

41. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
Attention sale-lovers! SAVE 20% now
ENDS TOMORROW - Free Shipping
Monday, July 1, 13

42. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

43. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

44. Which subject line
was the winner?
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

45. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

46. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Open rate:
Email A: 27.2%
Email B: 31.8%
Monday, July 1, 13

47. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

48. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Those three little words...FREE SHIPPING NOW
Monday, July 1, 13

49. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Those three little words...FREE SHIPPING NOW
20% open rate
10% click-through rate
1.43% response rate
99.8% deliverability rate
Monday, July 1, 13

50. It’s okay to use free and ALL
CAPS in an email subject line -
@djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

51. Never send “ugly” emails
“RULE” #2
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

52. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

53. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

54. 99.2%
inbox placement
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

55. 40%
open rate
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

56. 87%
click-to-open rate
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

57. “Beauty is in the eye of the subscriber.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

58. Subject lines should always be
between 30 & 50 characters
“RULE” #3
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

59. “Off-the-Court Gear in Tournament Colors”
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

60. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

61. Sesame Street Asks Obama Campaign To Take Ad
Down,Anderson Cooper vs. Star Jones, Die
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

62. Sesame Street Asks Obama Campaign To Take Ad
Down,Anderson Cooper vs. Star Jones, Die Hard
Obama Supporter Freaks Out
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

63. Get up to 70% off children’s fashion
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

64. Get up to 70% off children
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

65. One Oil Change,Three Oil Changes with Inspections, or
a Four-Wheel Alignment (Up to 78% Off) | 10 or 20
Gym Passes (Up to 69% Off) | Salon Package with Cut,
Style, and Two-Color Highlights; Shellac Manicure; or
Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

66. One Oil Change,Three Oil Changes with Inspections, or
a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym
Passes (Up to 69% Off) | Salon Package with Cut, Style,
and Two-Color Highlights; Shellac Manicure; or Acrylic
Nails (Up to 51% Off)
An actual Groupon subject line
42 words
421 characters
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

67. An actual Groupon subject line
Wine
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

68. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

69. “Email subject lines can be long or short.Test what
works best for your audience.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

70. Never use a popup to
collect email addresses.
“RULE” #4
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

71. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

72. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

73. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
nooooooooooooooo.com!
Source: Scott Stratten (@unmarketing)
Monday, July 1, 13

74. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
ChristopherSPenn.com
Monday, July 1, 13

75. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

76. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
82% of the Greatist email list
comes from this popover!
http://waldowsocial.com/popovers-work/
Monday, July 1, 13

77. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

78. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
---------------------14/day ---------------------
145/day
Monday, July 1, 13

79. “I hate popups too, but they can beVERY effective
for growing your email list.” - @djwaldow
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

80. 1. Never send mostly-text emails
2. Never send mostly-image emails
3. Never make your unsubscribe link obvious
4. Always use double opt-in
5. Never buy a list
6. Never have fun
Some other “rules” to
consider breaking
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

81. “Best practices are those that
are best for YOUR audience.”
@djwaldow #Demand13
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

82. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
DJ Waldow
Monday, July 1, 13

83. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13

84. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13
Monday, July 1, 13