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Litmus Live 2021 Speaker: Meet Chad S. White—With Mail Privacy Protection Tactics

Litmus Live is THE conference for email marketers and coming soon to the virtual stage this October 26th-27th. Get ready for how-tos, tips, and advice from marketing leaders and email marketing experts—including Chad S. White.

Chad White-Head of Research, Oracle Marketing Consulting

Chad S. White
Head of Research, Oracle Marketing Consulting
Author of Email Marketing Rules

In his Litmus Live session, Chad will explain exactly how Apple’s Mail Privacy Protection will affect marketers and concrete ways marketers can adapt.

Let’s find out more about Chad…

How did you end up in email marketing?

I’m a journalist by training, and when I was covering the retail industry back in the early 2000s, I would sign up for retailers’ promotional emails to learn more about what they were promoting and launching.

But my true entry into the email marketing community came in 2006 when I started The Retail Email Blog, where I blogged pretty much daily about retailers’ email strategies. My brother inspired me to start that blog, which directly led to me joining the Email Experience Council as employee No. 3 and then moving on into email consulting. Thanks, Heath!

What do you love most about email?

I love that email marketing is constantly changing. There’s always something new to explore or some new wrinkle to existing strategies. And, of course, sometimes there are big wrinkles, like GDPR and Mail Privacy Protection. Any time I hear someone say that email marketing hasn’t changed in over a decade, that tells me that they don’t really know anything about email marketing.

What’s challenging about email?

Sadly, email marketing is chronically underfunded. It’s a super star—a high ROI channel, a key retention channel—but at most brands, it doesn’t get the respect it deserves.

What can people look forward to in your Litmus Live session?

I’ll be talking about the hottest topic in the email world right now—Apple’s Mail Privacy Protection (MPP). I’ll be discussing how it will affect marketers and what tactics marketers should adopt to blunt the impact of MPP on their email operations. Unlike many past big email marketing challenges, MPP will have a year-long ramp up period. I’ll share tactics to work on now before the consequences become really big.

Litmus Live

Don’t miss Chad’s session and more—at Litmus Live

Hear from the best & brightest in the marketing industry, virtually meet other email geeks, and learn strategies & tactics to level up your email program. Join us at Litmus Live via livestream on October 26th-27th, 2021.

What are you looking forward to most at Litmus Live?

Ann Handley is always an entertaining and insightful speaker, so I’m definitely looking forward to her kicking things off. As a personal fan of WBUR (Boston’s NPR news station) here in my hometown of Boston, I’m also looking forward to the “From Legacy to Legendary: How to Transform Your Company’s Newsletter Strategy” session. And who doesn’t love Live Optimization?

How do you think email marketing will change in the next year? What about the next 5 years?

Adjusting to Apple’s Mail Privacy Protection is (I hope) the biggest challenge that email marketers will face over the next year. While I think that MPP on net harms email marketers and our subscribers, I’m hoping that some positive changes will come out of it, such as looking at our subscribers more holistically across channels.

Looking ahead across the next 5 years, I’m really excited about how machine learning and artificial intelligence will change email marketing. As a panelist for the “Future of Email Panel” that closes out Litmus Live, that’s certainly one of the things I’ll be emphasizing.

Magan Le

Magan Le

Magan Le was a Content Marketing Manager at Litmus