Essence of Email Weekly - Ecommerce sales to hit $1 trillion this year

Zoom in: Validity, a leading provider of data quality and email marketing success solutions, announced that it is strengthening its partnership with Iterable, the cross-channel platform that powers unified customer experiences, by giving them the opportunity to resell Everest, the email success platform from Validity.

This way Iterable customers will be given a more unified view, expertise, and next-level data to better analyze and optimize their email marketing programs. According to Brian Winters, Vice President of Global Strategic Partnerships at Validity, Iterable customers will gain “a better understanding of their email deliverability and overall program performance.”

Everest is a fully integrated email success platform that provides marketers with insights and deliverability guidance so that they can reach more customers, increase engagement, and improve the overall effectiveness of their email programs.

“Marketers everywhere rely on accurate, trustworthy email data to determine the performance of their ongoing campaigns. The digital marketing landscape and privacy regulations are constantly changing, so it's imperative we provide our customers with the best-in-class and most up-to-date tools they need to gauge the success of their email marketing efforts. This partnership with Validity has allowed us to do that, and now we can offer even more vital information via the Everest platform,” said Seth Charles, Director, Deliverability and Compliance at Iterable.

Validity also provides products such as Demandtools, BriteVerify, and GridBuddy.

The big picture: Adobe’s Experience Cloud was launched in 2017 and it includes data and analytics services, content management tools, a commerce platform and also, a full marketing workflow management service.

Recently they announced new tools which will help brands — and the developers that work for them — build more personalized experiences and provide deeper integrations between the different services inside the Experience Cloud. In addition, they will provide some long-requested integrations with Adobe’s Creative Cloud.

According to Loni Stark, Adobe’s VP of Strategy and Product, “The companies we work with are seeing that they need to deliver more personalized experiences to their customers — and they also need to really give their employees the tools to be able to be successful in this digital economy. A big part of our focus in these innovations around content and commerce is to provide those capabilities to personalize the shopping and commerce experiences to allow for everyone in the organization that builds customer experiences to be able to get to the richest assets and insights they need in order to do that — and to recognize that while we provide some of the best technologies out there, that one of our strengths is the ability to enable developers to build whatever they imagine, to help drive greater business growth and exciting experiences that we as consumers can all benefit from.”

The deets: At the official launch, the spotlight was on the Adobe App Builder for Commerce which will allow developers to build cloud-native content and commerce applications. The idea here is to help developers extend the capabilities of Adobe’s commerce solutions through a set of developer tools and SDKs. For instance, they can now extend the existing e-commerce tools to also offer in-store pick up.

When it comes to integrations, Adobe Workfront is now connected to the company’s Journey Optimizer, which helps marketers manage and analyze their omnichannel campaigns. Also, Adobe now gave more users access to content in a company’s Creative Cloud libraries inside of the Adobe Experience Manager Assets and Assets Essentials service.

For more details regarding these updates, feel free to check out this article.

This year Adobe expects eCommerce sales to hit $1 trillion. During the last 2 years of the pandemic, from March 2020 through February 2022, shoppers spent $1.7 trillion online, which is a $609 billion increase from 2018 and 2019 combined. And only last year, $885 billion were spent, which makes it an 8.9% burst YoY.

According to Adobe Digital Economy Index, inflation was the cause for $22 billion spent in eCommerce in 2021 compared to $4.7 billion in 2020. In addition, consumers received 60 billion out-of-stock messages in the last 2 years, which is a 235% climb compared to the period before the pandemic.

However, inflation did not decrease demand. Since people found themselves spending more time inside than outside, the grocery section was the one that saw the biggest boost in terms of sales. In 2021, a total of $79.2 billion was spent, which presented 8.9% of the eCommerce market share. Also, that is a 7.2% hike YoY compared to the $73.7 billion spent in 2020. On the other hand, the amount spent in 2020 was 103% more than the prior year. Adobe predicts the category will reach $85 billion in 2022.

At the same time, people staying at home contributed to apparel seeing a decrease in terms of demand and sales. In 2020, people spent $115.8 billion on apparel, which is a 9.1% increase YoY whereas, in 2021, they spent $126 billion. That makes it 14.3% of the total eCommerce spend as opposed to 18.5% in 2019.

If you’re interested in more stats, take a look at this article.

Establishing an emotional connection with your subscribers can be a huge factor when it comes to engagement. One way to achieve that is by providing social proof in your emails which builds up your brand’s credibility and deepens your relationship with your subscribers.

However, the reviews should not just be inserted there randomly but they should be incorporated in the design in a way that they will stand out and catch your subscribers’ attention.

The Better Creative, a design agency specialized in email design only, did an amazing job by not only including photos of the products, but also the dogs using the products, right next to the reviews for their client Wet Noses. This contributed to not having a regular, monotonous reviews section as we are used to seeing.

Plus, the whole section is connected in such an eye-pleasing way that there is no chance that it won’t capture your interest and at the same time, melt your heart!

Kudos to The Better Creative!

If you feel like you could use some help re-designing your emails and trying new approaches which will totally change your perception of email design, drop them an email!

Source: TheBetterCreative