Pro Tips: Driving Awareness with Programmatic Advertising in Email

There’s a good chance you’re allocating most of your programmatic advertising budget to Facebook, Google, and Amazon – most marketers report spending more than 60% of their combined marketing dollars within those three environments.

But did you know there’s a logged-in, global media channel that reaches roughly a billion more users than Facebook in the United States and where people spend and average six hours per day? That’s almost as much time as many Americans spend sleeping.

That media channel is email. And it’s much bigger, and much more programmatic, than you might believe.

LiveIntent’s VP of Marketing, Nick Dujnic, recently presented at Adweek’s NexTech conference, spotlighting the programmatic opportunities that exist within email. Here are some of his key takeaways about creating awareness with email.


Now that I’ve got your attention …

What’s the most important thing when it comes to driving awareness in a campaign? Attention, Dujnic says. “You need attention – email has that.” And while consumers have become accustomed to scrolling through ads on social and search platforms, email delivers a much more engaged audience. “When you click on an email, most of the time it’s because the subject line caught your attention,” he says.

… here’s what you should be thinking about.

What should be top of mind for marketers looking to drive awareness through email? Dujnic offers the following tips.

1. Think “mobile-first.”

More than 60% of first impressions in email are mobile views, Dujnic says. That’s important to remember not only when designing the actual creative, but also when you’re considering the customer journey. Is the page customers are clicking through to mobile-first in its design, and not just mobile-responsive? If not, the customer experience will suffer.

2. Don’t worry about frequency capping.

Because email is such a deliberate and selective audience, there’s no danger of ruining a customer experience by hitting them with ads too many times. According to Dujnic, a single person will only be served 30-60 impressions per month, which averages to just 10-15 impression per week.

3. Work without JavaScript.

It’s important to remember that email is a JavaScript-free environment. This means that if you’re used to measuring your campaigns based on viewership metrics, you may have to adjust those benchmarks for email. For instance, LiveIntent client Yellowstone Country, Montana, measured the length of on-site engagement.

4. Leverage Deal IDs.

Just like other channels, Deal IDs let you get very specific about the audience you’re buying. Don’t overlook their power as you add more programmatic email advertising to your marketing mix.

Want to learn tips for other stages of the funnel? Watch Nick’s presentation here.