Despite being a trying year for advertisers, email proved an essential tool for creating connections with consumers and strengthening existing relationships. In fact, 53% of respondents in the 2020 State of Email, Fall Edition report from Litmus, anticipated sending more email in 2020 then 2019. And, overall, emails sent in 2020 – a year when brands had to be agile and adaptable – were more personal, more focused on corporate social responsibility and less intent on simply selling products.
Advertisers Can Build Consumer Relationships Through Effective Email Marketing
As the pandemic took hold, it became clear that business as usual wasn’t going to work for advertisers. Agile brands and retailers quickly pivoted to ecommerce solutions that provided shoppers with the products and services they needed and wanted. Shifting communication messages and styles was also essential for advertisers to avoid appearing tone deaf or insensitive during a time of crisis. Email marketing campaigns that were more personalized, targeted and less promotional helped advertisers build relationships with consumers that created loyalty and ultimately boosted sales.
The sections below represent a collection of previously published DMS Insights articles that reported on email marketing in 2020.
It’s been a strange year, and many digital advertisers needed to pivot messaging and streamline media plans while working to connect with consumers in timely, authentic and efficient ways that weren’t tone deaf. Despite all the changes within 2020, and predictions over the past decade about email being dead, email has remained an essential channel for effective one-to-one messaging and sales generation.
Email subscriber acquisition, the ongoing creation of a database of subscribers that brands can use to deploy newsletters, promotions and other email campaigns, was critically important in 2020, as brands looked for ways to maintain and create connections with consumers. And, while agility was the name of the game for so many advertisers this year, strong and steady email messaging and outreach helped brands and retailers stay connected to consumers and capitalize on loyalty and engagement.
Landing pages, where people end up after clicking on links within email messages, should always deliver what the emails promised. Well-optimized landing pages, which means well-tested creative proven to drive desired actions, can drive incremental gains. In 2021 and beyond, the importance of email marketing will ultimately be determined by whether email messages and landing pages collectively drive engagement and conversions.
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