Email Marketing is Thriving, 62% of US B2B & B2C Marketers Boosting Their Spending

62%

As email marketing is booming, marketers are increasing their spending on it. According to April 2023 data from SeQuel Response and ISG, 62% of US B2B and B2C marketers have surged their spending on email campaigns. However, recent updates from Apple and Gmail present new challenges. Apple's iOS update and Google's "Summarize this email" feature allow users to view email content without opening it, impacting key marketing metrics. Email remains crucial for B2B marketing, used by 73% of US B2B marketers, but these changes make reaching audiences harder.

80%

December 2023 data from Attest stated that 80% of US consumers are worried about their data privacy when interacting with brands. 50% of consumers would stop engaging with companies with poor data reputations or don't allow tracking opt-outs, per Q2 2024 data from Publishers Clearing House. 66% say they are using VPN to protect their data and location details. Apple's Private Relay and ad blockers further threaten ad targeting, with 31% of US adults using ad blockers. Marketers should diversify strategies by using contextual targeting, leveraging first-party data, employing native ads, and working with influencers.

$23 B

Connected TV (CTV) ad spending is expected to nearly triple from $8.1 billion in 2020 to over $23 billion by 2024. This rapid growth attracts fraud and opaque ad placements, posing brand reputation risks similar to those on social media. Over 80% of CTV buyers are concerned about maintaining brand-suitable ad placements due to fragmented streaming services and user-generated content on platforms like YouTube. The industry must enhance vetting, disclosure, and verification protocols to preserve CTV's premium reputation.

30%

Bottle survey revealed that 30% of senior marketers get only one hour or less per year to present marketing results on the company’s board, but 25% prefer more airtime. The presentation time for men is longer than for women, they get an hour per quarter, while 11% of female marketers report they have no facetime. 20% of marketers lack board representation, and 37% say senior members are often distracted during presentations. 40% of senior marketers find it challenging to demonstrate marketing impact, with the Board most interested in ‘website traffic’ (47%) and ‘customer leads’ (49%).

22%

Parents expect their back-to-school spending to rise 21.8% YOY, spending $475 per child compared to $390 last year, according to a JLL survey of 1,026 parents. The top shopping destinations are Walmart (46.4%), Amazon (35.4%), and Target (32.6%), while fewer plan to shop at Costco (6.5%), Old Navy (3.8%), and Dollar General (2.8%). The survey also found that a section of parents have already started shopping in June 22.1%, while others will begin in July 20%, and in August 16.8%.

$2 T

Amazon entered the elite $2 trillion market cap club this week, with its market cap reaching about $2.05 trillion. This milestone precedes Amazon's 30th anniversary and follows its initial IPO at $18. In Q1, Amazon's net income soared 229% to $10.4 billion, while online store sales rose 7% to $54.7 billion. Amazon is forecasting its net sales around $144-$149 billion in Q2.

2%

Nike has announced that Q4 revenue results have dropped by 2% to $12.6 billion and annual revenue stayed at $51.4 billion. Nike Direct revenues fell 8% in Q4 but increased 1% for the year, while wholesale grew 5% in Q4 and 1% for the year. The company cut its yearly sales forecast, expecting mid-single digit declines, with the first half anticipated to see high-single digit revenue drops.