🔊 Email marketing success in the time of COVID-19

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Plus, B2B digital advertising thrives as traditional spend plummets.

Aug 21, 2020

Good morning Marketer, let’s talk email tactics.

“Email marketing should address how you can make [the recipient’s] life better today, even if it is in a small way,” said Dave Charest, director of content marketing at Constant Contact. “Email marketing is all about sharing the information [the recipient] needs in the way they prefer it, which includes tone, length and time of day.”

Below are a few of Charest’s top 10 tips for creating effective email marketing campaigns in the age of COVID.

Use a mobile-responsive template. Because, well, it’s 2020.

Take a transparent tone. Be honest, be clear, and make sure your email content matches what is called out in the subject line. Content should never be confusing.

Don’t be overly “sales-y.” Instead, take a genuine and empathetic approach and remember there are actual humans on the other side of that screen.

Check out the full rundown of Charest’s email tips here.

Taylor Peterson,
Deputy Editor

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Indicators

B2B digital advertising thrives as traditional B2B spend plummets

Despite representing only a small piece of total U.S. digital ad spend, B2B digital advertising is thriving – even as the pandemic continues to hamper economic growth. eMarketer forecasts that U.S. B2Bs will spend $8.14 billion on digital ads this year, up 22.6% from 2019 when spending was $6.64 billion.

Why we care. Over the past few years, B2B digital ad spend has “outstripped digital ad spending growth overall, with a CAGR from 2016 through 2019 of 24.7%, vs. 22.6% for all US digital advertising,” reported eMarketer. “But due to the pandemic and the unique conditions for B2B marketers who are rapidly shifting spending from in-person events, growth will reaccelerate this year by 22.6%.”

Read more »

E-commerce ad strategies for an uncertain Q4

Sponsored by Pacvue

This year has been one of the most uncertain and capricious years ever for eCommerce. As businesses look to recover from the early effects of COVID-19, eCommerce advertisers must ask, “what happens next?”

While signs point to a slow recovery of jobs and purchasing in Q4, there is also a chance the U.S. will see another shutdown later this year impacting the economy and eCommerce in a similar way to March and April. On top of this, Prime Day has likely moved from Q3 to Q4, creating unprecedented crossover with the holiday buying season.

What does all of this mean for your eCommerce ad strategy? Pacvue offers key considerations (and strategic tips) for helping you prepare your ad strategies for the rest of 2020.

Read More »

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