LiveIntent Blog
  • Solutions
    • Advertiser solutions
      Discover a new advertising channel for powering profitable growth.
    • Publisher solutions
      Maximize the revenue generated across email and web inventory
    • Identity data solutions
      Build stronger connections with addressable audiences everywhere.
  • Identity framework
  • Case studies
  • Company
    • Our story
      Learn more about us, our mission, vision, and the people behind it all.
    • Careers
      Grow and develop personally and professionally at LiveIntent.
    • Press
      Read up on how LiveIntent is innovating the digital ecosystem.
    • Events
      Check out our upcoming events and stay up-to-date with all things martech.
  • Resources
    • LiveIntent Library
      Learn how to harness the power of email with our eBooks, guides, and reports.
    • Blog
      Explore martech topics, strategies, and tactics with fun, insightful content.
    • Knowledge base
      Get answers to all your pressing product related questions.
    • Brand assets
      Everything you need to know about the LiveIntent brand all in one place.
Contact Us
LiveIntent Blog
  • Solutions
    • Advertiser solutions
      Discover a new advertising channel for powering profitable growth.
    • Publisher solutions
      Maximize the revenue generated across email and web inventory
    • Identity data solutions
      Build stronger connections with addressable audiences everywhere.
  • Identity framework
  • Case studies
  • Company
    • Our story
      Learn more about us, our mission, vision, and the people behind it all.
    • Careers
      Grow and develop personally and professionally at LiveIntent.
    • Press
      Read up on how LiveIntent is innovating the digital ecosystem.
    • Events
      Check out our upcoming events and stay up-to-date with all things martech.
  • Resources
    • LiveIntent Library
      Learn how to harness the power of email with our eBooks, guides, and reports.
    • Blog
      Explore martech topics, strategies, and tactics with fun, insightful content.
    • Knowledge base
      Get answers to all your pressing product related questions.
    • Brand assets
      Everything you need to know about the LiveIntent brand all in one place.
Log in Contact Us
  • Blog Homepage
  • Programmatic Advertising
  • Email Monetization
  • Identity Resolution
  • LiveIntent Culture
  • Real Time Banter
  • LiveIntentional
  • Subscribe

5 Ways D2C Brands Can Make the Most of Email Ad Engagement

    • Programmatic Advertising
  • December 18, 2019
Nick Dujnic

Direct-to-consumer (D2C) brands like Allbirds and Dollar Shave Club have revolutionized digital marketing. They’ve launched robust influencer partnerships, user-generated campaigns, and viral videos that grabbed the attention of online consumers – and they’re not slowing down any time soon.

Advertising spend from D2C brands has increased by 50% from 2018 to 2019, according to AdWeek. Digital spend alone increased by 22%, reaching $140 million in Q3 of this year.

Email plays a big part in this growth. As LiveIntent found, D2C campaigns have driven 25% more clicks and 35% more conversions in 2019 than in 2018. Beauty, cosmetics, and shoe brands have seen particular success, as their email ads drive 2.5 more clicks and conversions compared to the average.

So, how can D2C brands keep this momentum going and make the most of their email advertising efforts? Here are five ways to do it.

1. Launch ads across mobile devices.

LiveIntent found that clickthrough rates (CTR) for email ads is 3x higher on phones than on desktops. Additionally, conversions are 50% higher on phones and cost per conversion is 25% lower. Mix that all together and you have a strong reason to target mobile users with email ads.

To break this data down even further, iPhone users drive 3x more clicks and conversions than Android users do. This fits in with HubSpot’s report that the iPhone is the most popular mobile device for reading emails, with 29% of all email opens happening on these devices.

 

2. Buy ads in email inventory with certain content.

D2C ads in emails with news, shopping, and travel content generate 5x higher conversions and clicks compared to the average for D2C brands. On the other hand, D2C marketers should stay away from email newsletter categories like real estate, pets, and education, which see 7x lower conversions and clicks.

 

3. Keep the demographics of email audiences in mind.

According to our data, women respond to D2C email ads with 2x more clicks and conversions compared to men. Add to that a 2017 study from Adobe, which found that working women spend an extra hour on email compared to working men.

Age also reveals a difference in engagement: Email users aged 55–64 and 65+ drive 2x more clicks and conversions than other age groups. Meanwhile millennials aged 18–25 deliver the worst performance – 4x less clicks and conversions than other groups.

 

4. Distribute ads in the morning and afternoon.

The early bird gets the worm, and that holds true for email advertising. D2C brands see the most conversions in the morning, from 9:00 am to 12:00 pm. This engagement also carries over through the afternoon, from 2:00–5:00 pm. What’s clear is that clicks and conversions drop as the day wears on. It seems email users are highly engaged on their way to work and at work.

 

5. Reach email users with people-based marketing.

D2C brands are founded on people-based retail, cutting out third-party vendors and sell directly to their consumers. It’s no surprise, then, that they drive success from people-based advertising – putting the interests and behaviors of real people at the center of their marketing strategies.

D2C brands can continue to build momentum with email advertising by taking these insights into account and reaching audiences where they’re already active and engaged – in their inboxes.

—

If you’d like to learn more about our work with direct-to-consumer brands, check out this webinar with some of our fastest growing D2C brands.

0
Tweet 0
Nick Dujnic

Must-Read Content

NRF 2023 Retail's Big Show
    • Programmatic Advertising

2023 NRF’s Big Show: Key Takeaways

  • Victoria de Leon
  • January 30, 2023
    • Programmatic Advertising

3 factors that affect email list quality

  • Victoria de Leon
  • January 18, 2023
Email Acquisition
    • Programmatic Advertising

Best practices for running email acquisition campaigns

  • Victoria de Leon
  • January 10, 2023
Learn more about Programmatic Advertising.
3 marketing priorities for 2023
View Post
  • Programmatic Advertising

3 marketing priorities for 2023

  • Mano Pillai
  • December 13, 2022
View Post
  • Programmatic Advertising

Your holiday checklist for campaign success

  • Cassie Parker
  • December 1, 2022
View Post
  • Programmatic Advertising

Email advertising is the key to surviving the next recession

  • Victoria de Leon
  • November 9, 2022
View Post
  • Programmatic Advertising

Native Curated Packages: Driving relevance and engagement for advertisers

  • Jennie Conway
  • September 8, 2022
View Post
  • Programmatic Advertising

Brand awareness: A marketer’s guide

  • Victoria de Leon
  • August 9, 2022
View Post
  • Programmatic Advertising

Why performance marketing alone won’t grow your brand

  • Victoria de Leon
  • August 3, 2022
View Post
  • Programmatic Advertising

Display ads vs native ads: What’s the difference?

  • Victoria de Leon
  • July 6, 2022
View Post
  • Programmatic Advertising

Advertising in email newsletters: Everything you need to know

  • Cassie Parker
  • June 27, 2022
LiveIntent Blog
Think outside the inbox and discover all the innovative ways email can help you grow your business.
© LiveIntent 2022
  • Solutions
    • Advertiser solutions
    • People-Based audiences
    • Publisher solutions
    • Identity data solutions
    • Identity framework
  • Company
    • Our Story
    • Careers
    • Employee Resource Groups
    • Press
    • Events
    • Contact us
  • Resources
    • Case studies
    • Blog
    • Knowledge base
    • Brand assets
  • Legal
    • Powered by
    • Content policy
    • Website privacy policy
    • Services privacy policy
    • Do not sell my info
    • Ad choices
© LiveIntent 2022
Popular topics
  • People-Based Marketing
  • Meet-a-LiveIntenter
  • Email Revenue
  • Identity Graph
  • Subscriber Acquisition
  • First-Party Data
  • Direct-to-Consumer
  • Cookie Apocalypse