Email


Jenny Rothenberg, director of growth at Morning Brew, discusses the importance of maintaining a human connection with readers, how brands can stay true to their missions, and what we can learn from Morning Brew’s exceptional growth.

The Weekly Listen: How to Get Someone to Reply to Your Email, Responding to BLM and YouTube Ads

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how to get someone to reply to your email, Quibi's free trial, Youtube's ad load, responding to BLM, why customers unfollow businesses, how Blockbuster Video is still alive and more.

As Americans across the country prepared for major social distancing measures to mitigate the coronavirus pandemic, pantries—and inboxes—have never been so full.

Should You Still Be Using Email Benchmarks?

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.

Three Email Trends Retailers Should Keep in Mind for 2020

Email is still at the center of marketers’ digital programs. No surprise there; it offers several benefits: It’s an owned communications channel, it’s permissioned—meaning consumers have opted in and indicated interest—and it’s a traditional marketing channel that most marketers are thoroughly experienced with.

Podcast: Why Marketers’ Indifference Toward Gen X Is Insane

eMarketer principal analyst Mark Dolliver discusses the oft-forgotten Generation X. He also explains the implications of the rise of the Hispanic population in the US and why email still rules conversational marketing.

Deals Drive Greater Engagement on Shoppers' Favorite Brand Communication Channel: Email

Email is the most popular method for internet users worldwide to stay in touch with retailers, according to a January 2019 survey from omnichannel retail management company iVend Retail. This tops the number of respondents who say they want brands to communicate with them on apps or through social media.

Should Unsubscribes Be a Cause for Concern?

No email marketer wants to see an unsubscribe. And even with providing post-unsubscribe check boxes to gather user feedback, motivations aren't always clear.

Marketers' Roundtable: Brands Need to Send Fewer Emails, So Why Aren't They?

Eight email marketing experts from vendors and agencies in the space talk about how their clients are struggling to adjust their email strategies away from blast message to more relevant, targeted sends.

How AARP Uses Email to Give Consumers a Better Brand Experience

Stephen Driscoll, vice president of marketing at AARP, discusses why email has remained relevant for marketers in today's fast-paced digital world.

The Ad Platform: Advertising in the Personal, Permissioned Environment of Email

Publishers have renewed their focus on connecting directly with consumers via email after years of intermediation on social platforms. Kerel Cooper, senior vice president of global marketing at LiveIntent, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how consumers are engaging with those messages, and how publishers are monetizing them with ads.

The Weekly Listen: Disney+ Hits 50 Million Subscribers, Emails that Arrive on Time and Airbnb Grapples with Coronavirus

eMarketer principal analyst Mark Dolliver and junior analysts Blake Droesch and Lucy Koch discuss Disney+ reaching 50 million subscribers, how Airbnb is doing, a tool that sends people emails when they're looking at their inbox, LinkedIn engagement, Apple and Google teaming up on contact tracing COVID-19, what's in the middle of America and more.

How Marketers Can Adapt to Event Cancellations Brought on by Coronavirus

In-person events are a cornerstone touchpoint for many B2B companies, but as the coronavirus outbreak progresses globally, major business events have been cancelled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenue and sales.

Why Email Is (Unfortunately) Going Nowhere

eMarketer principal analysts Nicole Perrin and Jillian Ryan explain how email is changing in usage, measurement and personalization. They also discuss Netflix Q3 earnings, how companies struggle to top Google's search results and what matters to consumers when buying a new smartphone.

When retailer Cynthia Rowley saw that mobile comprised roughly 72% of its traffic, the company decided to launch a text message channel, giving consumers another communication channel beyond email.

Podcast: YouTube Asks, ‘What Would You Like to Watch Next?’

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

Most Marketers Still Don’t Let Consumers Control Email Frequency or Content

According to a November 2018 study from AllianceData, a majority of the consumers surveyed said they want more control over email frequency and the content they receive from brands. Meanwhile, just a small number of marketers said they are meeting those needs.

Quality Over Quantity: Why Targeted Emails Are Better Than Email Blasts

Marketers are evolving their email efforts beyond blast messages in the wake of GDPR and other tech challenges.

You've Got (Too Much) Mail

More than half of digital buyers surveyed by Yes Lifecycle said they get way too many emails from retailers, causing them to simply ignore them.

Marketers’ Roundtable: How Four Brands Use Data to Increase Email Open Rates and Engagement

From personalized messaging to list health to mobile design, four brand marketers discuss how they are navigating email marketing in 2018.