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LiveIntent Advertise where your audience is most engaged. Add email to your
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POPULAR TOPICS

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 * Cookie Apocalypse




4 REASONS WHY EMAIL IS 2024’S HOTTEST TREND

 * Programmatic Advertising

JON BECK

Year after year, there’s one channel that consistently shows up to deliver
results and improve customer relationships: email.

With logged-in audiences, unmatched targeting and analytics, and surging
potential, email is the go-to channel for businesses aiming to maximize their
engagement and revenue.

As we get ready to ring in the new year, let’s take a look at why email in all
its forms — advertising, newsletters, monetization, and data sourcing — is set
to dominate the marketing landscape in 2024.


REASON #1: COOKIES ARE CRUMBLING

2023 isn’t the only thing we’re leaving behind in the new year. We’re also
preparing to say goodbye to third-party cookies, which will force publishers and
advertisers to adopt new solutions for tracking and targeting customers across
the web.

As a result, businesses will be turning to logged-in channels like email to
build owned audiences and direct relationships. Unlike other channels that rely
on unpredictable algorithms, email thrives outside of those data-hogging walled
gardens. And it’s emerged as an excellent source of first-party data.

After all, email data can scale across the ecosystem and provide a foundation of
interoperable IDs, giving brands the power to understand their audiences and
fuel growth even once third-party cookies go away.


REASON #2: INTENTION + ATTENTION IS THE WINNING COMBO

In today’s noisy online world, email stands out as the key to capturing both
intention and attention. With fewer ad spaces and a clutter-free environment,
it’s the perfect vehicle for making a lasting impact and audience connection. In
fact, it’s what’s behind the meteoric rise of Substack and The New York
Times’ growth to over 9 million digital subscribers; and it’s why every
publication you read now has a dozen newsletters.

Why are email newsletters so effective at capturing and keeping attention?
Because people who choose to receive emails actually want to read them. They
specifically opt-in for daily, weekly, monthly, or quarterly messages sent
directly to their inbox. And they show up ready to engage with new content and
ad experiences.


REASON #3: ENHANCE TARGETING AND PERSONALIZATION

With email data at their fingertips, brands can better understand their customer
behaviors and deliver more personal experiences to each audience segment —
increasing engagement and revenue as a result.

After all, data and intelligence produced by email programs are crucial signals
for AI and machine learning technologies. Marketers can also use this data to
run predictive analytics and advanced segmentation techniques, which will likely
become standard practices for campaign optimization.


REASON #4: TAP INTO THE RETAIL MEDIA MARKET

Email isn’t just helpful for delivering direct messages and gathering
first-party data. It’s also a money-making vehicle for publishers, media brands,
and retailers. With smart strategies, businesses can use email to drive
conversions and sales — and maximize the return on their investment.

Publishers, for example, can monetize their newsletters with targeted ads. And
brands can reach shoppers by tapping into robust retail media networks over
email. According to eMarketer, U.S. retail media ad spend is expected to surpass
$51 billion this year. And, as LiveIntent found, 63% of marketers say retail
media advertising is more effective than other digital channels.

With a new year ahead, it’s evident that email is no longer just about sending
and receiving messages; it’s the key to marketing and advertising in a world
where third-party cookies are going away. With the right tools and strategies,
email newsletters will prove to be an indispensable asset for all businesses —
including advertisers, publishers, retailers, technology platforms, and data
providers — looking to achieve their marketing goals in 2024.

Is your 2024 roadmap ready? Learn how to unlock the power of email for your
business.

JON BECK


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LIVEINTENT RETAIL MEDIA MARKET REPORT FINDS NEARLY 50% OF MARKETERS FRUSTRATED
BY LACK OF RETAIL MEDIA INVENTORY

Adam Berkowitz June 15, 2023
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AMPLIFY YOUR BRAND AWARENESS WITH EMAIL

Jason Oates June 09, 2023
 * 
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LEARN MORE ABOUT PROGRAMMATIC ADVERTISING

View Post
 * Programmatic Advertising


NAVIGATING THE FUTURE OF PROGRAMMATIC ADVERTISING: INSIGHTS FROM BRAND SAFETY
SUMMIT

LiveIntent Marketing
View Post
 * Programmatic Advertising


LIVEINTENT RETAIL MEDIA MARKET REPORT FINDS NEARLY 50% OF MARKETERS FRUSTRATED
BY LACK OF RETAIL MEDIA INVENTORY

Adam Berkowitz
View Post
 * Programmatic Advertising


AMPLIFY YOUR BRAND AWARENESS WITH EMAIL

Jason Oates

Think outside the inbox and discover all the innovative ways email can help you
grow your business.

 * 
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