What Google, Apple email updates mean for marketers

Plus: 4 data-backed tips to improve ecommerce conversion rates [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis OCTOBER 11, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling On this day in 1975, Saturday Night Life premiered on NBC. Its first host? Comedian George Carlin. Nearly 40 years later, we’re still watching. Was this email forwarded to you? Sign up [here](. TOP STORY [What email updates from Google, Apple, and AI mean for marketers, according to an expert]( Email marketing has been threatened recently by changes from Apple and Google, and email marketers are working to stay on top of industry shifts. Here are four burning questions about email marketing’s recent shifts. Key stat: 62% of US B2B and B2C marketers [increased their email marketing budgets]( in the past 12 months as of an April 2023 study from SeQuel Response and ISG. [What email updates from Google, Apple, and AI mean for marketers, according to an expert]( [Keep reading]( NEWS AND VIEWS [Ad costs are narrowing on major streaming platforms]( Our view: Netflix’s initial cost per thousands (CPMs) were unrealistically high, noted analyst Paul Verna in our [Streaming Service CPMs 2023]( report. Netflix launched with wish-list pricing, then backtracked to appease buyers. For more insights and key statistics on the biggest trends in today’s most disruptive industries, [subscribe to our Chart of the Day]( newsletter. [Ad-free viewing is getting more expensive]( Our view: As increasing profitability gets more difficult, streamers are pushing viewers toward less expensive ad-supported tiers in an effort to boost ad revenues. [Humans outperform AI in content creation, but collaboration shows promise]( Our view: Studies show AI tools can’t replace people when it comes to content creation, which means AI is probably not coming for your job just yet. INDUSTRY VIEWS [Engage your audience with Reels—Now with AI-powered brand suitability features]( Facebook and Instagram Reels are growing in popularity, and provide an opportunity for brand marketers to extend their reach and engage with key audiences. With Meta’s new AI-powered brand suitability controls for Reels, marketers will be more empowered to craft suitable environments for their ads. This article was contributed by Meta. [Engage your audience with Reels—Now with AI-powered brand suitability features | Sponsored Content]( [Keep reading]( ANALYSIS [4 data-backed tips to improve ecommerce conversion rates]( Brands must balance personalization with privacy considerations and ensure product pages are comprehensive and complete. Lower-funnel ad tactics and easily accessible shipping and returns info also help to encourage purchases. Here are four strategies to boost online conversion rates. [Keep reading]( THINGS TO KNOW 😔 [Why the internet isn’t fun anymore]( 👑 [Nike, E.L.F., and Chick-fil-A still rule teens’ world]( 📈 [US retail digital ad spend growth will outpace overall digital ad spend growth in 2024]( PODCAST [Behind the Numbers: Reimagining Retail]( What’s next for Amazon Fresh and lessons on how best to compete with Walmart. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Keep reading]( THE BIG QUESTION Healthy ads: Which format accounts for the greatest share of US healthcare and pharma digital ad spend? A) Search B) Mobile C) Digital video D) Display [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](