Latest in email trends; reliance growing

The need to reach customers digitally has drastically increased since the start of the pandemic. Less customers are going out and more are staying in more regularly. One way to reach them right in the palm of their hand for most of them is email.

This past Black Friday and Cyber Monday alone, foot traffic decreased 52.1% compared to 2019 while

online-only shoppers increased by 44%. That is according to the National Retail Federation's "Holiday Shoppers Take Advantage of Early, Thanksgiving Weekend Deals."

Litmus, an email marketing company, has released its latest State of Email report. In the report, it identifies five key shifts marketers need to know:

• Email marketing is increasingly critical to business success.
• Personalization and automation are dire to standing out and scaling.
• Privacy measures are forcing marketers to rethink current strategies.
• Brands are looking to agile marketing to meet their growing email demand.
• Marketing must embrace the state of the world — brand purpose matters.

Litmus also revealed that at least 80% of marketers believe the pandemic had some kind of impact on their email marketing. Also, reliance on email has increased because of more people working remotely or in some kind of hybrid model, a plan that incorporates a mixture of in-office and remote work in an employee's schedule.

Click here for the full report.