In 2024, some of our newsletter team’s predictions included that attention metrics would gain more momentum in measurement, and Gen Alpha would steal some of Gen Z’s appeal among marketers. This year, we’re expecting a surge in AI ethics campaigns, email marketing troubles, rising browser competition, as well as some innovation in the world of gaming. Our analysts have already shared many of their predictions for 2025, but here are a few more from our newsletter team.
Email engagement on the rise: Industry KPIs show improvement in core metrics, but brands need to prevent user fatigue.
69% of consumers worldwide say email is their preferred communication channel with brands, according to a June 2024 survey from Emarsys. Email was followed by SMS/MMS, at 53%.
On today's podcast episode, we discuss the reason why CMOs at top US advertisers are leaving their roles sooner, the main ways the role is changing, and how GenAI is helping them with their jobs. Tune in to the discussion with host Marcus Johnson, director of Briefings Jeremy Goldman and analyst Kelsey Voss.
Consumers today are mindful about when, where, and how often they spend due to continued economic uncertainty. For price-conscious consumers, loyalty programs provide opportunities to spend more comfortably thanks to discounts and deals.
Macy’s uses personalized email marketing to drive second purchases, which the company has identified as vital to customer lifetime value. “Getting that next interaction right is an extremely high-value use case [for personalization],” said Bennett Fox-Glassman, senior vice president of customer journey at Macy’s during The Lead Summit last week.
Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketer.
Signal loss only makes email marketing more valuable: Our industry KPI data shows email open rates rising significantly, emphasizing the channel’s importance.
AI is helping email marketers in a myriad of ways. Top use cases include personalization, subject line testing, send time optimization, segmentation, and predictive analysis of customer behavior.
More than three-quarters (77%) of US adults prefer receiving ecommerce coupons through email, according to a February 2024 report by Ascend2 and ActiveCampaign.
As third-party cookies become obsolete, email stands out as a reliable channel for advertisers to reach and engage customers. This preference, combined with email’s role in data-driven marketing and audience building, highlights its importance in the evolving advertising ecosystem.
Omnichannel approach triumphs in Black Friday marketing: Email and SMS take center stage during pivotal sales period.
Email marketing has been threatened recently by changes from Apple and Google, and email marketers are working to stay on top of industry shifts. Here are four burning questions about email marketing’s recent shifts.
Klaviyo's IPO shines a spotlight on email marketing's vast reach: AI and personalization emerge as key strategies for brand engagement.
What’s happening? Apple announced in June that iOS 17 would provide “even greater protections against trackers,” in a move that will affect links shared from Mail, Messages, and in Safari’s private browsing mode.
Apple set to inconvenience marketers yet again: Stripping tracking parameters from URLs could cause major short-term headaches.
Industry KPIs show how email compares to SMS
Forty-two percent of marketers said they plan on exploring AI and automation as a strategy in 2023, according to an August 2022 Sagefrog survey
Email marketing is still one of the most efficient ways to target customers and drive conversions. But like many other marketing channels, data collection and targeting are getting increasingly difficult. Here are five charts summarizing the state of email marketing.
When done right, email marketing is one of the most effective ways marketers can interact with consumers. For a more successful email marketing program, marketers should take a look at their process from end to end and find ways to optimize. Here are some key steps.