Snooze or Lose: How One Button Can Reduce Email Unsubscribes by 80% | Part 2 with Chad White

Email After Hours: The Podcast for Email Senders

We’re back with part 2 of our email ROI conversation with Chad White!

In part one, we uncovered how some of our favorite email marketing metrics might be lying to us. (We’re looking at you, email ROI…). Now, it's time to take action! Join Chad, Danielle, and Guy as they share tips to boost engagement, eliminate red-flag metrics, and break you out of the wishy-washy ROI cycle for good.
What you'll learn:

• How to shift from channel-centric to customer-centric metrics for more meaningful insights
• The pivotal role of customer data platforms (CDPs) in accurate, customer-focused analytics
• How snooze functionality can slash unsubscribe rates by up to 80%
• How investing in email marketing resources drives better results than cutting costs
• Why increasing marketing budgets should come before performance improvements
  

…and more!

If you’d like to send in your email marketing hot takes, questions, or queries, you can email us at [email protected], or head to https://s.fame.so/email-after-hours-the-podcast-for-email-senders to send us an audio message.

About the Guest

Chad White is a renowned email marketing strategist and author, known for his extensive work including "Email Marketing Rules," which has expanded from 120 pages in its first edition to over 700 pages across two volumes in its fourth edition. As a thought leader in the email marketing space, he brings deep expertise in ROI measurement, customer-centric metrics, and strategic email program optimization.
In this episode, Chad joins hosts Danielle Gallant and Guy Hansen to discuss email marketing ROI, challenging common misconceptions about inflated ROI claims and providing practical insights on measuring success in both B2B and B2C contexts. His expertise particularly shines through in discussions about customer lifetime value, the importance of investing in email programs rather than "starving" them, and the evolving complexities of email marketing metrics.
Chad advocates for a shift from channel-centric to customer-centric metrics, emphasizing that successful email marketing requires sustained investment and strategic thinking rather than quick "growth hacks." His practical approach and deep industry knowledge make this conversation particularly valuable for email marketing professionals seeking to better understand and demonstrate the true value of their email programs.
Hosts at a Glance:

Danielle Gallant - Danielle is a Senior Email Strategist at Validity. She has over seven years of experience working with global brands to craft strategies that amplify email performance. She is a self-professed email nerd, dog lover, and podcast fanatic.

Danielle on LinkedIn: https://www.linkedin.com/in/danielle-gallant-6443a248/

Guy Hanson - Guy is Vice President of Customer Engagement at Validity. He has led global consulting teams working with clients to improve email deliverability, subscriber engagement, and revenue. He believes in giving back to his community and is a regular speaker at flagship events, providing training and producing fresh and insightful thought leadership.

Guy on LinkedIn: https://www.linkedin.com/in/guyhanson/

Topics we Discuss:

[00:00] Intro: Why Cost-Cutting Doesn't Work in Email Marketing

[01:34] Moving Beyond Channel Metrics to Customer-Focused KPIs

[06:41] The Truth About Inflated Email ROI Claims

[09:36] Challenges of Proving Email ROI in Today's Business Climate

[12:20] Smart Preference Management: Reducing Unsubscribes by 80%

[15:45] Investment First: The Key to Email Marketing Success

[17:20] Why Brands Choose Paid Channels Over Email Marketing

[21:23] B2B Email ROI: A Framework for Measurement

[25:15] Closing Thoughts: Banning "Growth Hacking" from Marketing

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Email After Hours: The Podcast for Email Senders is handcrafted by our friends over at fame.so

Check out our three most downloaded episodes:

• Rethinking Customer Loyalty Programs: The Good, The Bad, and The Free Coffee
• The One Email Metric You’re Not Tracking (& Other Secrets to Killer Email Content) with MarketingProfs’ Ann Handley
• New Consumer Email Trends & Tips to Become a BFF Brand with the Data & Marketing Association (DMA)