Among marketing professionals worldwide, 81% send newsletter emails, which may not be surprising if you’ve taken a look at your inbox recently.
Substack’s next phase focuses on providing a safety net for creators: After hitting 1 million paid subscriptions, Substack is looking to provide insurance and financing to creators.
Email is becoming a more critical part of marketers’ playbook: 41% of respondents now view it as “very critical” to their company’s success (far higher than pre-pandemic), with automation and personalization being significant drivers of growth.
Substack rival beehiiv could help solve newsletter discovery issues: The newsletter publishing space can be unwelcoming to smaller creators—but there’s still plenty of room for the industry to grow.
Intuit and Mailchimp team up to help small and medium-sized businesses: The two combined will provide ecommerce, marketing, customer management, and financial services for those merchants.
In the past year and a half, several traditional brick-and-mortar retailers in Canada have accelerated their personalization and segmentation efforts, largely due to the pandemic and the need for brands to communicate more effectively via email.
Mailchimp is looking for a buyer: The email service provider is seeking a $10 billion valuation as it continues to diversify from its email marketing roots.
Email in Apple's crosshairs: The company announced new privacy features that could disrupt how marketers measure the success of their email campaigns.
On today's episode, we discuss which pandemic-related behaviors will stick around, whether newsletters can replace local newspapers, YouTube and the music streaming wars, how you can master the intimacy of the inbox, why Amazon is opening a salon, the first movie to ever release a soundtrack, and more. Tune in to the discussion with eMarketer analysts Nina Goetzen and Blake Droesch, and principal analyst at Insider Intelligence Jillian Ryan.
Amazon opens up email marketing—up to a point: The ecommerce giant will offer aggregate data to US sellers in its Brand Registry program that seek to market directly to their followers via email.
Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.
Inbox zero versus email advertising campaigns
You've got mail: The total volume of emails sent in 2020 increased by 7%, with open rates increasing 13% as a result of the pandemic-driven shift to digital.
While email may not be changing as rapidly as some other digital disciplines, it evolves nevertheless. Gone are the days when a best-in-class marketer could rely on batch-and-blast techniques, where 100% of a brand’s email distribution list received emails that were 100% identical. Opportunities abound particularly in the realms of personalization and testing.
eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign. They then talk about Nielsen's new ID graph, measuring digital video ads, and how out-of-home advertising is doing.
Relevancy, personal benefits, and the opportunity to take action matter most in emails, according to our latest report on email marketing.
One thing marketers are thankful for in 2020 is that it’s almost over. Marketers did not have much of a chance to proactively take a thorough look at their email marketing programs to see what’s working and what isn’t—a critical miss, considering many marketers cite it as the channel offering the best ROI.