Over half of the world population — roughly 4 billion people — use email. And they don’t use it lightly. According to Adobe, the average consumer spends three hours each day checking their work email and two hours each day checking their personal email, meaning email takes a five-hour chunk of their daily attention.
People evidently love their inboxes. Just look at the data: almost half of consumers say email is their preferred channel for brand communication. So, brands and publishers should love them, too.
In fact, email beats many other platforms — including social and search — as the best place to put ads.
Here are 4 reasons why:
1. Email supports a range of ad types
Have a collection of native ads, text ads, or display ads ready to go? Place them in email newsletters, which can accommodate a range of ad formats. Or if you’re creating ads from scratch, know that you don’t have to manipulate them to fit a specific email format. Instead, you can focus on including the ad elements that best speak to your brand and audiences.
Banner ads, for example, can be incorporated into the top, middle, or sidebar of an email, just as they might be on a web page or article. Native ads or sponsored content, which match the surrounding format, fit seamlessly into the user experience of an email. And text ads in emails do the same, presenting a more straightforward message to readers who can then click and drive engagement.
2. Ads in emails don’t have to be IAB-sized
The Interactive Advertising Bureau (IAB) sets standard ad units, which are recommended for use across websites, apps, and social media platforms. Email, however, isn’t subject to the same restrictions. Just as email supports a variety of ad formats, it also hosts a range of ad sizes — giving marketers greater flexibility in creating engaging and effective assets.
At PowerInbox, for example, we support standard display ad sizes like 970×250, 728×90, 300×250, as well as custom ad units according to each brand’s needs and target newsletters.
3. Trust is inherent in email
In an age of growing mistrust and misinformation online, it’s crucial for brands to earn trust from their audiences. That’s where email comes in.
On email, users have already opted-in to their experience. They’ve agreed to receive communications from a publisher and are ready to access more information. By placing ads in emails, businesses reach audiences with relevant, personalized content that matches their exhibited interests — and on a channel where they’re proven to be receptive and engaged.
4. Collect first-party data for valuable insights
First-party data is the key to survival for publishers and brands going forward. With the third-party cookie on its way out the door, media channels must be able to collect, control, and categorize their own user data. Otherwise, Facebook and Google will beat them to it.
The good news is that email is a treasure trove of first-party data. By having email addresses at their fingertips, advertisers can more effectively and accurately identify users, create segmented audiences, and target consumers with personalized ad experiences — directly in their inboxes, where they’re already spending a lot of time and attention.
Ready to start driving revenue and building customer relationships by placing ads in emails? Get in touch with PowerInbox today.