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.
In the latest episode of "Behind the Numbers," eMarketer analyst Jillian Ryan talks about whether or not consumers find emails useful and if email marketing is becoming less effective.
Personalization is only as effective as the data that powers it—and when that data is wrong, it’s downright irritating.
Email marketing open rates in the UK were high in 2016, but clickthrough rates fell—possibly due to the absence of engaging content.
eBay is no stranger to sending batch-and-blast emails—for years, that was the company’s primary email strategy. But as customer expectations grew, the strategy—and the technology that supports it—had to mature. Alex Weinstein, director of marketing technology and CRM at eBay, spoke with eMarketer about how the company built its own personalization platform.
Internet users of all ages in Germany are surprisingly similar in the ways they interact with retailers via email.
Email marketing—a marketing mainstay—only works when it is not abused. Research shows that US internet users are most likely to unsubscribe from email lists because they get too many emails.
Retailers haven't cracked the code on email marketing. The volume of mail they send keeps rising, but KPIs are not following suit.
Younger millennial email users are more hit or miss than older US email users when it comes to opening marketing emails, with larger percentages either always or never opening those messages.
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.
Email remains a tried-and-true messaging channel. New research underscores how dominant mobile has become to the medium.
In the latest episode of eMarketer's "Behind the Numbers" podcast, Minibar Delivery's Lauren Henderson talks about the company's email marketing efforts and what the company does to stand out in a crowded inbox.
Email remains an extremely reliable and popular way for brands to communicate with their audience, with an enviable return on investment. Though there are few signs of adoption waning, many marketers are working to head off future problems of relevancy by embracing sophisticated data practices and emerging technologies.
Postmates’ Tanner McGrath and Appboy’s Bill Magnuson discuss how real-time data insights help improve broad marketing campaigns both immediately and in the long term.
Email appears to be the medium of choice for messaging with retailers among UK internet users who communicate regularly with brands.
Marketers think great content and a good reputation make for effective mailings. Consumers see it differently.
Email is a dependable method of marketing communication in many markets, including Indonesia. More than three in 10 email users there reported that getting promotions from retailers was one of the main reasons they checked their email.
Other message types may be buzzier, but one-size-fits-all email newsletters continue to be the backbone of marketers' email efforts. There's a good reason for that: They work.
Digital video has been among the fastest-growing ad formats for the past several years, and digital video viewing has only become more popular among consumers. It’s unsurprising, then, to see email marketers getting on board with video. According to research, they tend to rely on animated GIFs to get their messages moving.