Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.
Inbox zero versus email advertising campaigns
While email may not be changing as rapidly as some other digital disciplines, it evolves nevertheless. Gone are the days when a best-in-class marketer could rely on batch-and-blast techniques, where 100% of a brand’s email distribution list received emails that were 100% identical. Opportunities abound particularly in the realms of personalization and testing.
eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign. They then talk about Nielsen's new ID graph, measuring digital video ads, and how out-of-home advertising is doing.
One thing marketers are thankful for in 2020 is that it’s almost over. Marketers did not have much of a chance to proactively take a thorough look at their email marketing programs to see what’s working and what isn’t—a critical miss, considering many marketers cite it as the channel offering the best ROI.
Having a strong understanding of an email program’s return on investment (ROI) remains a competitive advantage. It might be surprising that given how great an ROI email can provide, many brands don’t actually have a good handle on how to measure its success or lack thereof.
All too often, brands think about their desire to send out an email before they consider the recipient’s desire to receive the message. Customer-centric emails often perform the best; for marketers to win, they must align their email organizations with that manner of thinking.
Jenny Rothenberg, director of growth at Morning Brew, discusses the importance of maintaining a human connection with readers, how brands can stay true to their missions, and what we can learn from Morning Brew’s exceptional growth.
Publishers have renewed their focus on connecting directly with consumers via email after years of intermediation on social platforms. Kerel Cooper, senior vice president of global marketing at LiveIntent, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how consumers are engaging with those messages, and how publishers are monetizing them with ads.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how to get someone to reply to your email, Quibi's free trial, Youtube's ad load, responding to BLM, why customers unfollow businesses, how Blockbuster Video is still alive and more.
eMarketer principal analyst Mark Dolliver and junior analysts Blake Droesch and Lucy Koch discuss Disney+ reaching 50 million subscribers, how Airbnb is doing, a tool that sends people emails when they're looking at their inbox, LinkedIn engagement, Apple and Google teaming up on contact tracing COVID-19, what's in the middle of America and more.
As Americans across the country prepared for major social distancing measures to mitigate the coronavirus pandemic, pantries—and inboxes—have never been so full.
In-person events are a cornerstone touchpoint for many B2B companies, but as the coronavirus outbreak progresses globally, major business events have been cancelled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenue and sales.
Three of the most common key performance indicators (KPIs) for email are still open rate, clickthrough rate and click-to-open rate. But figures from email service and marketing technology providers show variations in those KPIs in North America depending on a variety of factors, including geography, industry, seasonality and the types of email messages being sent.
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 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.
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.