The email inbox is valuable territory for marketers looking to guide consumers through the purchase journey.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Jonathan Woodward, head of demand generation and account-based marketing (ABM) at Adobe Digital Experience Cloud, Americas. He discussed why A/B testing is such a powerful strategy for email marketers, and shared testing ideas you’ll want to tell your team about.

On today's episode, we discuss how much grocery shopping is being done online, where, and what's next for the space. We then talk about whether social media works better at convincing folks to buy things than email or text message, whether Urban Outfitters' new secondhand goods app can compete, and if virtual try-on technology will become the norm. Tune in to the discussion with eMarketer director of forecasting at Insider Intelligence Cindy Liu.

In the past year and a half, several traditional brick-and-mortar retailers in Canada have accelerated their personalization and segmentation efforts, largely due to the pandemic and the need for brands to communicate more effectively via email.

Watch our Tech-Talk Webinar with Litmus to hear about email analytics trends and how marketers are pivoting in light of recent privacy changes.

At this year's Worldwide Developer Conference (WWDC), Apple announced several new privacy-protecting updates, including Hide My Email. Alex Cone, vice president, privacy and data protection at trade organization IAB Tech Lab, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Hide My Email will do, some of Apple's other recent changes, and whether the big tech platforms are more concerned about data protection than about privacy per se.

Many consumers still consider email to be their preferred channel for receiving brand communications. Much of the data suggests that email has become more important, not less, as a result of the coronavirus pandemic.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Litmus' Cynthia Price, vice president of marketing, along with Epsilon’s Nicole Eaton, vice president, group accounts, and Proactiv’s Dave Sims, head of customer experience. They discussed tried and tested strategies for creating high-performing email onboarding programs.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Validity's Tori Garcia, senior email strategist, and Jessica Hunt, email strategist, for this Tech-Talk Webinar. They discussed the fundamentals of deliverability to help marketers capitalize on email’s potential.

Inbox zero versus email advertising campaigns

For data to be matched in a clean room, partners need a common identifier between the two data sets, which typically means an email address. Clean rooms have mainly been used to connect authenticated user data, most commonly with an email address, said Amit Kotecha, marketing director at DMP Permutive.

Email newsletters. Publishers integrate commerce content into general newsletters, and some even produce dedicated commerce newsletters to reach higher-intent shoppers.

It grabs customers’ attention: “I think of email as gentle and SMS as a little bit less gentle—a little bit more aggressive—because email piles up in your inbox,” Acoustic’s Guadagno said. “SMS, for the most part, interrupts people.” He’s correct in that consumers do check their email from mobile devices, but notifications aren’t on by default.