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15 September 2021
Back to the future with email
Email marketingUnited States
Almost two-thirds (63%) of US advertisers are invested in growing email lists via newsletters, seeing these as a valuable way to reach, target and personalize communication in the absence of third-party data.
That’s according to a survey by martech platform LiveIntent and Advertiser Perceptions that polled more than 150 US senior brand and agency marketers across verticals.
Why it matters
Email has long been a leading marketing tool that is essential to building trusted relationships between consumers and publishers. As advertisers look to replace third-party cookies while continuing to be committed to trust and privacy in their solutions, email identifiers have emerged as a top alternative.
A majority of respondents (80%) believe that email identifiers offer the most direct path to consumer opt-in and consent. Many already rely on encrypted email identifiers, and advertisers are largely optimistic that IDs tied to email identifiers can provide a universal alternative that will be widely accepted by buyers and sellers.
More than three-quarters of advertisers report high levels of satisfaction with the measurement and targeting capabilities of their newsletter advertising strategies.
More than four in five advertisers plan to use email to strengthen lookalike targeting, dynamic creative offerings and measurement.
Within the next six months, 49% of marketers plan to use industry-backed ID graphs/consortia to address privacy changes while 48% plan to focus on building second-party data relationships.
A majority of advertisers consider the ability to drive ROI, the ability to achieve scale and reach, and the transparency and accuracy of the solution as the most important criteria when choosing an identity solution partner.