Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

    • Acquire New Customers
    • Generate More Inquiries
    • Grow My Email Database
    • Grow My Website Traffic
    • Monetize My Audience
    • Re-Engage Consumers
    • Contact DMS
    • See The DMS Live Schedule
    • Be Inspired
    • How To / Best Practices
    • What Is...?
    • DMS Reports & More
    • Contact DMS
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Enjoying The Journey
    • Work/Life Harmony
    • DMS Team
    • Contact DMS
    • Events
    • DMS Case Studies
    • Careers @ DMS
    • DMS Toolset
    • DMS Solutions
    • DMS Overview
    • DMS Investor Info
    • Contact DMS

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Email Marketing Proves To Be Essential

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    Email Marketing Proves To Be Essential

    Published Date October 7, 2020

    Shutterstock_408845122 Message Online Chat Social Text Concept

    Litmus, an email optimization company, recently released its 2020 State of Email, Fall Edition report, which takes a deep dive into how marketers use and perceive email marketing. There were several significant takeaways, all of which point to how integral email continues to be as a marketing channel.

    “The 2020 State of Email, Fall Edition report showcases why email should be front and center in every single marketing mix,” said Melissa Sargeant, CMO of Litmus. “In today’s marketing environment, with brands working to break through the clutter of digital advertisements in an efficient and timely manner, personalization and targeted messaging needs to take priority. Not only does email offer unmatched ROI, but it creates authentic human-to-human connections and experiences with customers.”

    8 Data-Based Facts About Email Marketing

    Despite the rise of social media and other engagement options, email continues to be popular around the world, with usage expected to reach 4.48 billion in 2024. According to Litmus, businesses are prepared for ongoing growth of this valuable marketing channel. Here are eight quick takes from the 2020 State of Email, Fall Edition report. (Respondents include 2,000 marketing professionals.)

    1. The pandemic had an impact on email marketing, and it wasn’t all bad. While 40% of respondents were required to cut email budgets because of COVID-19, the popularity of online sales, especially heading into the holidays, is likely to lead to more email volume and healthier email budgets. 
    2. Marketers are focusing on more than just products in emails. Three-fourths of respondents, particularly within the insurance and financial services verticals, changed their email strategies because of the pandemic. Businesses took different approaches to email content, focusing less on products and more on “human-centric and emotional content.” 46% of marketers incorporated more corporate social responsibility (CSR) into their email strategies, while 53% focused on thought leadership content.
    3. Personalized emails generate higher ROI. 83% of marketers say that they are personalizing email in some way, and 60% say that “amping up” personalization is a priority. In the ecommerce, retail and consumer goods sector, 70% of respondents prioritize personalized email content. Nearly, three-fourths of marketers say that personalized email increases engagement. 
    4. Interactive elements in email marketing drive engagement but are not a priority for digital marketers. Although personalization is up, interactive elements in emails are down. Interactive content, like gifs and videos, ranked only seventh in priority among respondents, despite generating 400%-500% more pageviews than content without kinetic elements.
    5. Marketers prefer email over social media. According to Litmus, four out of five respondents would give up social media for 12 months before giving up email. And, more than one-third of respondents ranked email as the most effective marketing channel they use. Ideally, and when appropriate, email and social media work hand in hand as part of larger multichannel strategies.
    6. Many marketers are not effectively measuring their email campaigns. Despite continuing with email marketing campaigns, 45% of respondents cited that measurement of their campaigns was “poor, very poor, or non-existent.” And, although many marketers measure open rates, click rates and unsubscribe rates, not enough marketers were able to successfully measure ROI, necessary for effective strategizing of future campaigns. 40% of respondents also said that email marketing is under-resourced at their companies, which can also be a result of poor ROI measurement.
    7. Shutterstock_348553499 Businessman hand pressing the keyboard for sending the e-mail from labtop computer, business technology conceptMore emails will be sent in 2020 than last year. As more people around the world use email, so too are more emails sent by businesses. 53% of total respondents expect to send more email this year than in 2019. Subject lines that stand out will be critical for brands as inboxes swell — however, declining open rates have been predicted for years.
    8. A/B testing is still important in email marketing. When testing subject lines, calls to action and send time, most respondents are using A/B testing. Overall, 90% of digital marketers use A/B testing on their email campaigns, and a quarter use A/B testing often or always. A well-tested email campaign can offer insights beyond just email performance, particularly when trying to understand consumer behaviors.

    Email Marketing Is Here To Stay, And Brands Must Optimize To Find What Works Best

    It’s been an unusual year, and many digital marketers were forced to pivot messaging and streamline media plans while working to connect with consumers in authentic, timely, effective ways that weren’t exploitive or tone deaf. Despite all the changes within 2020 and all the many proclamations of email being dead throughout the past decade, email has remained an essential channel for effective one-to-one messaging and sales generation.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      What Is Google Display & Video 360?

      What Is Google Display & Video 360?

      More connected TV viewers and choices in streaming content means more opportunity for digital marketers. Google recently announced improvements to it’s Display & Video 360 platform.

    • Next Article

      What Will An Apple Search Engine Look Like?

      What Will An Apple Search Engine Look Like?

      There is speculation in the tech industry that Apple is considering launching a search engine, but will it be a Google competitor or a part of the Apple ecosystem?

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.