However, without knowing more about survey participants, this data may paint a rosier picture of actual authentication rates among web publishers as a representative whole. Authentication rates will vary by publisher depending on their relationships with users.

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.

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.

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

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