4 reasons why email is 2024’s hottest trend

Year after year, there’s one channel that consistently shows up to deliver results and improve customer relationships: email.

With logged-in audiences, unmatched targeting and analytics, and surging potential, email is the go-to channel for businesses aiming to maximize their engagement and revenue.

As we get ready to ring in the new year, let’s take a look at why email in all its forms — advertising, newsletters, monetization, and data sourcing — is set to dominate the marketing landscape in 2024.

Reason #1: Cookies are crumbling

2023 isn’t the only thing we’re leaving behind in the new year. We’re also preparing to say goodbye to third-party cookies, which will force publishers and advertisers to adopt new solutions for tracking and targeting customers across the web.

As a result, businesses will be turning to logged-in channels like email to build owned audiences and direct relationships. Unlike other channels that rely on unpredictable algorithms, email thrives outside of those data-hogging walled gardens. And it’s emerged as an excellent source of first-party data.

How email is an excellent source of first-party data

After all, email data can scale across the ecosystem and provide a foundation of interoperable IDs, giving brands the power to understand their audiences and fuel growth even once third-party cookies go away.

Reason #2: Intention + attention is the winning combo

In today’s noisy online world, email stands out as the key to capturing both intention and attention. With fewer ad spaces and a clutter-free environment, it’s the perfect vehicle for making a lasting impact and audience connection. In fact, it’s what’s behind the meteoric rise of Substack and The New York Times’ growth to over 9 million digital subscribers; and it’s why every publication you read now has a dozen newsletters.

Why are email newsletters so effective at capturing and keeping attention? Because people who choose to receive emails actually want to read them. They specifically opt-in for daily, weekly, monthly, or quarterly messages sent directly to their inbox. And they show up ready to engage with new content and ad experiences.

Reason #3: Enhance targeting and personalization

With email data at their fingertips, brands can better understand their customer behaviors and deliver more personal experiences to each audience segment — increasing engagement and revenue as a result.

After all, data and intelligence produced by email programs are crucial signals for AI and machine learning technologies. Marketers can also use this data to run predictive analytics and advanced segmentation techniques, which will likely become standard practices for campaign optimization.

Reason #4: Tap into the retail media market

Email isn’t just helpful for delivering direct messages and gathering first-party data. It’s also a money-making vehicle for publishers, media brands, and retailers. With smart strategies, businesses can use email to drive conversions and sales — and maximize the return on their investment.

Publishers, for example, can monetize their newsletters with targeted ads. And brands can reach shoppers by tapping into robust retail media networks over email. According to eMarketer, U.S. retail media ad spend is expected to surpass $51 billion this year. And, as LiveIntent found, 63% of marketers say retail media advertising is more effective than other digital channels.

Retail media email mocks

With a new year ahead, it’s evident that email is no longer just about sending and receiving messages; it’s the key to marketing and advertising in a world where third-party cookies are going away. With the right tools and strategies, email newsletters will prove to be an indispensable asset for all businesses — including advertisers, publishers, retailers, technology platforms, and data providers — looking to achieve their marketing goals in 2024.

Is your 2024 roadmap ready? Learn how to unlock the power of email for your business.