Email


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.

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.

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.

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.

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.

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.

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

With the rise of social media and texting, some saw email as a communication vehicle that would eventually disappear. But according to a June 2018 Adobe survey of US internet users, personal email usage was up 17% over 2017.

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.

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.

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?”

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.

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

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.

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

Email marketing is one of the most evergreen retail tactics. It's also one of the most targeted forms of messaging since recipients opt-in and often provide solicited information or preferences. Despite these factors, personalization can still be hit or miss.