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More advertisers are turning to email newsletters and alerts as third-party cookies deprecate | Sponsored Content

This article was contributed by LiveIntent.

As third-party cookies go away, advertisers and the agencies that represent them must find reliable channels where they can engage customers and meet campaign goals without the aid of legacy identifiers. While social media and walled gardens are rich in first-party data and insights, they have become more obtuse for advertisers due to rising prices, obstacles like Apple’s AppTrackingTransparency, and their inability to provide the data needed to guide a brand’s performance across other channels.

So where can advertisers turn for addressable, logged-in, performant inventory as a new era of digital advertising begins? Email.

Occasionally overlooked in the shadow of the social media boom, email remains the most personal channel. Close to 60% (57%) of Gen Z consumers prefer to be contacted by brands via email, more than any other channel, according to Statista data from 2022. On top of the trust developed between an email sender and its recipient, it’s also the most engaged channel. In fact, a 2019 Adobe report found that people spend over five hours a day in email compared to just 2.5 hours on social media.

The biggest impediment to brands who understand the value of email, including its outsize ROI, is that there is a limit to the returns brands can get from their owned-and-operated email programs. There are only so many emails to send, and only so many emails that will get opened. But what if brands could reach their target audience by email without having to send another email?

This is the superpower that advertising within the email newsletters and alerts of other brands and publishers delivers for an advertiser. LiveIntent has seen, among its over 2,500 premium publishers, a marked increase in interest in the logged-in, measurable channel of email since the end of the third-party cookie was announced. Email offers a refuge for advertisers looking to continue to market to people across devices, uninterrupted. Advertisers know that email is perceived and consumed differently: When a consumer subscribes to an email newsletter, they are opting in to content they want to read and they show up ready to engage with the experience, including its ads.

Email isn’t just the workhorse of a customer relationship management strategy. The data derived from successful email campaigns in email are also core to other profitable channels like remarketing—in email, social, or anywhere you can upload hashed email like Facebook, Instagram, Twitter, Google Ad Manager (via publisher-provided IDs), Amazon, LinkedIn, Taboola, LiveRamp, Criteo, AdRoll, etc.—and email acts as the foundation to build lookalike audiences and efficient acquisition strategies. Brands and publishers that embrace email will have the upper hand once third-party cookies fully go away.

To see why email matters, and how it is emerging as a solution to reach logged-in users while delivering deterministic data, check out LiveIntent’s latest infographic, “More Than an Email: Your Ticket to First-Party Data.”

 

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