Email marketing tips and tricks; Google delays deprecation for some

Plus: 3 ways brands can adapt to Gen Z’s evolving shopping habits [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JANUARY 10, 2024 | By Sara Lebow, Arielle Feger, Becky Schilling Are you one for Googling your medical symptoms? Maybe try [YouTube]( instead, which partnered with several medical organizations to provide credible first-aid explainers. But watch out for celebrity deepfake [Medicare scams]( on the same site. Was this email forwarded to you? Sign up [here](. TOP STORY [Guide to email marketing: Strategies marketers can use for this powerhouse channel]( Consumers receive an enormous amount of emails each day. During the first half of 2023, more than 10.5 billion marketing emails, 62 million SMS messages, and 129 million web push messages were sent worldwide by Omnisend merchants, according to eMarketer’s Industry KPIs. While open rates were close to 25% (24.38%), conversion rates from the messages sent were just 0.07%. Despite this, marketers in 2023 spent $629.9 million on email advertising, per eMarketer’s October 2023 forecast. And although conversion is low, email ad spend is expected to consistently increase through 2027. [Keep reading]( NEWS AND VIEWS [Google is allowing select sites to delay phase out of third-party cookies]( Our view: Google has been pushing back its cookie deprecation for years, but don’t get too comfortable. The cookies will be going away, and advertisers should prepare now, especially because Google says domains known for advertising probably won’t get approval to delay. [Meta responds to regulatory pressure with enhanced teen privacy settings]( Our view: Teens and Gen Z users are important to Meta’s ability to maintain its grip on the digital ad market. Meta is taking steps to avoid an altogether ban on monetizing data, but it could lose some targeting capabilities along the way. [Walmart expands generative AI search experiences]( Our view: Walmart’s search bar will function more like a shopping assistant, allowing customers to search for products by nonspecific phrases like “what to wear to a wedding.” The changes could also help with advertising, as more accurate search results also mean more accurate search ads. ANALYSIS [3 ways brands can adapt to Gen Z’s evolving shopping habits]( Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z’s attention—and dollars. [Keep reading]( THINGS TO KNOW 🖊️ [Google clarifies author bylines not a ranking factor]( 🔊 [SAG-AFTRA signs deal with voiceover studio for AI use in video games]( 🛒 [Instacart rolls out off-platform Google Shopping ads for CPG partners]( 🤖 [‘The year of AI’: Tips for marketers to navigate AI mania]( PODCAST [Behind the Numbers: Reimagining Retail]( Lessons from the 2023 holiday shopping season and some way-too-early predictions for the 2024 holidays. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION State trivia: Which US state is the first to use ChatGPT Enterprise to assist state employees? A) Connecticut B) Texas C) Maine D) Pennsylvania E) New York [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]( ©2024 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](