Social reach is declining. Search prices are rising. Traditional targeting is changing due to the demise of the third-party cookie…
So, where does that leave advertisers?
Thankfully, there’s one channel that stands the test of time and is immune to those issues listed above: email.
By investing in email advertising, brands can reach people directly in their inboxes and tap into this trusted, opt-in channel where audiences are already engaged. As we found in our 2022 Digital Advertising Consumer Survey Report, a growing number of people are engaging with email and paying for subscriptions to online publications.
That’s just the tip of the iceberg, though.
Here’s a closer look at the biggest reasons why brands need to invest in email advertising.
1. Email engagement is stronger than ever
A whopping 98% of U.S. adults check their email at least once a day, according to our survey. That’s up from an already high 90% in 2020. Meanwhile 77% check their email several times a day and most prefer to receive real-time news updates from publishers via email — making this channel a go-to source of information and content for many.
2. Customers want personalized email ads
Email readers don’t just want newsletters to meet their interests. (Two-thirds say they’d be more likely to subscribe to an email if they know it’ll be personalized.) They also want to see relevant ads that match their preferences.
As our study found, almost 70% of consumers say they will click on an email newsletter ad if it’s personalized to their interests.
3. Millennial audiences are all about email
Email is the place to be if you want to reach millennials. And you likely do, because they make up one of the largest generations in the U.S. and are set to hit their prime spending years.
Compared to other generations, millennials are more open to receiving real-time email alerts, personalized emails, and even email newsletter ads. According to our study, 61% of millennials want emails to be tailored to their interests. And 50% of millennials pay for a subscription to an online publication or email largely because they want access to personalized content — compared to just 39% of Gen X and 8% of Baby Boomers.
4. Publishers are ramping up their email output
Brands have their pick of high-quality email newsletters to advertise in because publishers are investing in email output, too.
Media powerhouses like The New York Times, The Atlantic, Quartz are betting on email subscription models to help grow their audiences and recoup the revenue they lost during the pandemic.
Evidently, it’s working. According to our survey, 35% of U.S. adults report paying for a subscription to a digital publication or email newsletter — up from 20% in 2020. And why are they paying? For access to content (72%) and for personalized experiences (42%), which advertisers can play a key part in delivering.
5. Email is home to first-party data
Advertisers need to start building their first-party data strategies if they want to survive the upcoming demise of the third-party cookie. And the best way to do that is by running email campaigns, since email is a rich source of first-party data. After all, publishers will be doing it, too.
With first-party data like email addresses at their fingertips, brands and publishers can more effectively, track, target, and learn about their audiences. Since email is an opt-in channel — and those addresses can be hashed and anonymized — businesses can also use this first-party data to deliver more privacy-safe and transparent ad experiences.
Run real-time email ads with Jeeng
Jeeng has everything you need to get started with email advertising — or take your current email ad operation to the next level.
Our AI-based algorithm will find the right ad placements for your campaigns in real-time, using first-party data and customer behavior signals from across platforms. And you can tap into our expansive network of premium publisher newsletters, so you can reach built-in audiences who want to hear what you have to say.
Ready to launch your own email ads? Contact us to get started.