Now More Than Ever, Retailers Need To Realize The Potential In Email Marketing

The way brands and marketers feel about email appears to be cyclical; every few years it seems there’s an industry-wide reevaluation of its efficacy. As the landscape of digital strategies continues evolving, however, and more emphasis is placed on better consumer data, now is the time for marketers to fully embrace email as an essential part of their personalization and promotions efforts.

Given the framework laid out by the Interactive Advertising Bureau’s (IAB) most recent report, as well as forthcoming legislation surrounding consumer data, brands are now in a position to center their data and marketing strategies around the concept of a value exchange. This value exchange can be loyalty programs, better personalized consumer experiences, individualized promotions, or free content in exchange for consumer data. Email is a vital channel within this framework because it’s long been a conduit for one-to-one communication between a brand and a consumer.

By leveraging more robust first-party data, and focusing outreach strategies under the umbrella of the value exchange, brands are in a unique position to transform their email programs into an engine that not only helps drive the unprecedented projections for retail growth in the coming year, but also reinforce reopening strategies for brick-and-mortar retailers.