Why Your Inbox is the New Newspaper

For years, your favorite cup of coffee and your daily newspaper have been synonymous with each other. But it turns out that that morning routine is just another thing being disrupted by the digital age. Kerel Cooper, the Senior Vice President of LiveIntent, explains it like this:

“More people are waking up in the morning, grabbing a cup of coffee and opening up their inbox. So gone are the days of opening up your door and there's the newspaper on the front step. It's, it's now your inbox. And I think publishers and brands recognize that.”

So how can brands take control of a consumer’s inbox? And where should they be focusing those efforts to win open rates? Kerel joined Marketing Trends to discuss why email marketing continues to thrive, why content is more important than ever, and the need for marketers to understand why the death of third-party cookies might be a good thing.

Main Takeaways:

• Time to Level-Up: Content marketing has never been more important. With more and more people at home, every chance you get to reach a customer must be more creative, and it should center around how you are retaining customers, how you are selling products, and how you are educating the marketplace on your products.
• Inbox is the Hot New Thing: Email inboxes have steadily replaced newspapers as consumers’ go-to source for early morning information. Marketers who think email marketing is a thing of the past need to shift their focus to how they are connecting with consumers via newsletters.
• Gimme that Cookie: As third-party cookies begin to fade away, marketers must start understanding where they are getting their data and how they are utilizing that data. If you have been heavily reliant on third-party data, you need to shift your focus to gathering your own data. The larger your dataset is from a first-party data perspective, the more in control marketers will be of their own destiny.

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