It’s (almost) here! Celebrating Holistic Email Marketing, Second Edition!
In 2020, when I first published Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers, I wanted my first book to be the resource I had searched for when I began my email marketing career 20 years earlier – one that combined email strategy, behavioural science, and practical applications with a solid grounding in time-tested marketing principles.
That first edition won a wave of positive feedback from marketers who told me they found it insightful, with advice they could put into action immediately no matter how large or small their marketing budgets. Most importantly, my insights, advice, and real-world experience helped them transform their email programmes and achieve the results they always knew they could achieve.
Today, the email marketing landscape has changed dramatically. Marketers face new challenges like Apple’s Mail Privacy Protection (MPP), increasing AI-driven capabilities, and evolving deliverability rules. And while the advice I provided in my first edition remained relevant, I knew I needed to update my book to help marketers deal with these and other changes and succeed.
That’s why I’m thrilled to unveil the 2nd edition of Holistic Email Marketing – an even more comprehensive, timely, and practical guide for today’s email marketers.
What’s new in the 2nd edition?
My new book builds on the original framework I established in the first edition. In this new edition, I refine my strategic and tactical advice, add new insights, and present case studies from top brands to show marketers how they can apply these principles to keep up with industry shifts and get better results from their email programmes.
Here’s what you can look forward to in the updated edition:
Adapting to Apple’s Mail Privacy Protection (MPP) and iOS 18 updates
Apple’s MPP, introduced in 2021, has reshaped how we measure engagement in email marketing. The new edition explores these key issues:
- How MPP affects open rates and how email strategy must change
- Moving beyond the open rate with alternative engagement metrics
- How iOS 18’s changes, including Summarize, Tabs, and Digest View, affect email visibility and change the inbox environment
The rise of Generative AI in email marketing
In just three years, AI has become a core player in driving marketing strategy. Email is no exception. The book will help you understand what AI is and how you can apply it, in these areas and more:
- How AI can help you create and test subject lines, manage personalisation, and enhance automation
- The ethical and strategic considerations that AI-driven content introduce for customer trust and brand transparency
- Real-world examples of AI-enhanced email programmes.
New deliverability challenges and best practices
Deliverability is always evolving. Staying ahead of ISP rules continues to be a crucial area that email marketers must understand and include in the way they manage acquisition, list hygiene, and sender reputation. This edition includes these updates:
- Complying with new authentication requirements spearheaded by Gmail and Yahoo! Mail for bulk senders
- How to maintain sender reputation and avoid next-generation spam filters
- The role engagement signals play in inbox placement
Updated case studies and exercises
I’ve included new case studies showcasing brands that have successfully implemented my holistic approach to email marketing. You’ll find real-world examples in the areas marketers care about the most: acquisition, automation, engagement, testing, optimisation, inbox placement, and more.
New in this edition are hands-on exercises at the close of each chapter. These will help you apply the principles and strategies you’ve just learned to your own programme.
Revised structure for faster learning
I’ve reorganised chapters to improve flow and readability, making it even easier for you to absorb and implement the strategies and insights in the book.
Why Holistic Email Marketing, Second Edition, matters more than ever today
Succeeding in email marketing is more complex today. Simplistic advice and outdated tactics no longer deliver the impact you need to get better results from your email marketing or to support your case for greater investment in your email programme.
My book will help you achieve these important goals:
- Navigate the ever-changing landscape with a strategic, data-driven approach of ad hoc decisions that can cost you time and money
- Implement holistic testing to make smarter marketing decisions
- Build long-term customer relationships instead of chasing short-term wins
- Future-proof your email programme against industry changes
With all of these changes, the heart of Holistic Email Marketing remains the same: It will bring marketing back into email. This means focusing on customer journeys, building meaningful engagement, and achieving sustainable success instead of chasing vanity metrics.
Get your copy and join the celebration!
The much-anticipated launch of the 2nd edition is happening on March 3rd! For a limited time, the Kindle edition will be available for just 99p/99c on March 3rd and 4th. Be the first to grab your copy on these days by signing up for Holistic Email’s newsletter or following me on LinkedIn, where I’ll be sharing the purchase link. Let’s make this a celebration and maybe even reach #1 bestseller status together!