More shoppers are venturing out, be it to restaurants, stores, or venues, but the renewed focus on email isn t going away just because the COVID-19 pandemic focus is lessening. Here s what brands need to know about engaging email for 2021.
Expert: How a newsletter could change your business
As merchants and brands turned to digital ads to engage consumers stuck at home during the pandemic, an old favorite became new again: the newsletter. After years of neglect, many brands dusted off those old email strategies with the hope of engaging customers.
Kristina: What is the current draw to newsletters?
Nick Dujnic, VP of Marketing, LiveIntent: Publishers and other players are flocking to email newsletters because of the versatility and value that the email address provided them.
For publishers, newsletters are highly engaged media. Consumers opt-in to receive it, and they make a conscious decision to open and read it. And while newsletters have always been highly effective at driving readers to a publisher s webpage, they are discovering that the newsletter itself can generate high CPMs and incremental ad revenue. Why? Because the reader has logged-in using their email address. When readers are logged-in, advertisers k