Email


eMarketer principal analysts Nicole Perrin and Jillian Ryan explain how email is changing in usage, measurement and personalization. They also discuss Netflix Q3 earnings, how companies struggle to top Google's search results and what matters to consumers when buying a new smartphone.

Email is still at the center of marketers’ digital programs. No surprise there; it offers several benefits: It’s an owned communications channel, it’s permissioned—meaning consumers have opted in and indicated interest—and it’s a traditional marketing channel that most marketers are thoroughly experienced with.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Michael Trapani, director of marketing at Acoustic. He shared the results of Acoustic's exclusive 2019 Marketing Benchmark Report, an analysis of email and mobile campaign metrics from a year's worth of research.

As a retail email marketer, you are probably planning your year-end holiday marketing campaigns right now. An NRF report shows that 40% of consumers plan on starting their holiday shopping before November 1, a number that includes a substantial 12% who reported that they will begin before September 1.

eMarketer principal analyst Mark Dolliver discusses the oft-forgotten Generation X. He also explains the implications of the rise of the Hispanic population in the US and why email still rules conversational marketing.

eMarketer moderates a Tech-Talk Tuesday presentation featuring Mike Madden, Head of Commercial Demand Generation at Marketo. He discusses the actionable takeaways from implementing bounce management campaigns to segmentation strategies for higher deliverability and click-through rates.

According to a November 2018 study from AllianceData, a majority of the consumers surveyed said they want more control over email frequency and the content they receive from brands. Meanwhile, just a small number of marketers said they are meeting those needs.

No email marketer wants to see an unsubscribe. And even with providing post-unsubscribe check boxes to gather user feedback, motivations aren't always clear.

Marketers are evolving their email efforts beyond blast messages in the wake of GDPR and other tech challenges.

With the rise of social media and texting, some saw email as a communication vehicle that would eventually disappear. But according to a June 2018 Adobe survey of US internet users, personal email usage was up 17% over 2017.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante, senior marketing specialist on Marketo’s Commercial Demand Generation team, and James Leedom, marketing operations manager at Marketo. They shared how you can level up your direct mail game by workshopping campaigns, defining engagement and proving impact.

Email marketing is still the marketing channel with the highest ROI, especially when it’s personalized. So, it should be no surprise that triggered messages, sent in response to specific consumer behaviors, account for 77% of email ROI, according to the Data & Marketing Association.

When retailer Cynthia Rowley saw that mobile comprised roughly 72% of its traffic, the company decided to launch a text message channel, giving consumers another communication channel beyond email.

The holiday season presents an enormous revenue opportunity for retail brands. Sailthru found that 58% of retail marketers expect between 21% to 50% of annual revenues to be generated from holiday shopping.

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

Email is the most popular method for internet users worldwide to stay in touch with retailers, according to a January 2019 survey from omnichannel retail management company iVend Retail. This tops the number of respondents who say they want brands to communicate with them on apps or through social media.

eMarketer moderates a Tech Talk Tuesday presentation featuring Bill Magnuson, co-founder and CEO of Braze. Bill discusses how to deliver value and invest in the stewardship of direct customer relationships above all else with a focus on what's next for email.

In this webinar, eMarketer moderated a Tech Talk Tuesday presentation featuring Oracle Bronto's Greg Zakowicz, senior commerce marketing analyst, who discusses the importance of post-purchase messaging, including types of promotional sends that continue engagement and metrics that impact win-back strategy.

More than half of digital buyers surveyed by Yes Lifecycle said they get way too many emails from retailers, causing them to simply ignore them.

Email marketing is one of the most evergreen retail tactics. It's also one of the most targeted forms of messaging since recipients opt-in and often provide solicited information or preferences. Despite these factors, personalization can still be hit or miss.