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

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.

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.

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 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.

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

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

Nine in 10 internet users in the US rely on email, and many say it’s a preferred channel for receiving brand communications. Email also still plays a central role for marketers looking to maintain and nurture relationships.