Email ads aided conversions amid holidays

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2021, 7:50 AM UTC

Digital ad spends grew 22% in October and November in 2020, as compared to 2019, since marketers used digital channels to reach at-home consumers.

2020 holiday retail sales from email ads experienced a significant lift, as retailers recorded a 32% increase in conversions from email ads. According to a LiveIntent and MediaRadar study, retailers across categories amid the holidays saw their ad spends and conversions increase.

Email click-through-rates for advertisers in style and fashion categories were double the average and had the highest conversion rates. Impressions from shopping newsletters were 10 times above average and hard news newsletters experienced a five-fold increase.

Digital channels are expected to have faster growth rates compared to traditional media sources like TV, print and audio, as per WPP’s GroupM. GroupM further predicts digital ad spends to grow 18% to $130 billion or 54% of $240 billion in 2021.

Read the original article

[1 minute read]