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.

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 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

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.

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.

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.

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.