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
How to improve data collection and use
With Apple s iOS 14 update in the wild, it s time for digital marketers to evaluate their current plans and explore new strategies. Rather than relying on targeted advertising through app data tracking, this allows companies to engage with users in new ways including making more personalized connections. These new strategies can help brands develop relationships and communities among consumers, instead of implementing disconnected or impersonal ads. Here s how.
Kristina: What steps or strategies should businesses adopt for data/data privacy moving forward?
Steffen Schebesta, CEO, Sendinblue: Digital marketing is a broad category that goes beyond traditional, targeted advertising. There are many great ways to connect and engage with consumers, and many methods will be more effective than personalized ads that consumers may never see. There are several other strategies that can be elevated instead, like email marketing, SEO, SEA, social media
Top tips for brands going wide with email
More brands moved back to email as their mail connection point with consumers in 2020 because of the pandemic. People weren t going to physical stores, many worried what sanitizing efforts were in stores, or needed to know how to get the products they needed faster. And, while email did serve brands well, the trend of communicating all information via email has had its stumbling blocks. Here are three ways brands can build a better strategy for their communication efforts.
First, implement better list management strategies One of the biggest risks with going wide is damaging your sender reputation, otherwise known as your Sender Score. People s email addresses (and other data) change over time. Mailbox providers and others within the email ecosystem sometimes use these old, no-longer-valid email addresses as spam traps in order to catch bad actors. When you must send messages to people you haven t interacted with via email recently or