Tailored emails drive engagement: Industry KPI data shows that journey-, behavior-, and attribute-based personalization vastly outperform generic emails.
On today's podcast episode, we discuss the reason why CMOs at top US advertisers are leaving their roles sooner, the main ways the role is changing, and how GenAI is helping them with their jobs. Tune in to the discussion with host Marcus Johnson, director of Briefings Jeremy Goldman and analyst Kelsey Voss.
Consumers today are mindful about when, where, and how often they spend due to continued economic uncertainty. For price-conscious consumers, loyalty programs provide opportunities to spend more comfortably thanks to discounts and deals.
Macy’s uses personalized email marketing to drive second purchases, which the company has identified as vital to customer lifetime value. “Getting that next interaction right is an extremely high-value use case [for personalization],” said Bennett Fox-Glassman, senior vice president of customer journey at Macy’s during The Lead Summit last week.
Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketer.
Signal loss only makes email marketing more valuable: Our industry KPI data shows email open rates rising significantly, emphasizing the channel’s importance.
AI is helping email marketers in a myriad of ways. Top use cases include personalization, subject line testing, send time optimization, segmentation, and predictive analysis of customer behavior.
More than three-quarters (77%) of US adults prefer receiving ecommerce coupons through email, according to a February 2024 report by Ascend2 and ActiveCampaign.
As third-party cookies become obsolete, email stands out as a reliable channel for advertisers to reach and engage customers. This preference, combined with email’s role in data-driven marketing and audience building, highlights its importance in the evolving advertising ecosystem.
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.