Conversion rates from email ads rose 32% year-on-year according to new research from marketing platform LiveIntent and MediaRadar.
Overall digital ad spending for retailers increased around 22% while conversion rates jumped by 10 points.
The boost marks advertiser and retailer adoption to noticeable changes in consumer behaviour as more people chose to shop from home due to COVID-19 restrictions.
“Despite the pandemic decreasing ad spend overall [in 2020], this holiday season saw relatively healthy digital spend numbers,” explained Kerel Cooper, CMO, LiveIntent. “As we saw earlier this year at the beginning of the pandemic, people are continuing to engage with ads served in emails. This engagement gave advertisers the confidence to know that they would be able to reach and convert consumers ahead of the holidays on email.”
The report also found that newsletter impressions climbed 10x while newsletters saw a 5x list in impressions.
Ads in newsletters focusing on families and parenting saw a 2x lift in conversion rates while ads in shopping newsletters jumped 1.5x.
Meanwhile, fitness ad spend was up 43% year-on-year.
