Report: Identity-Based Email Delivers High ROI

- The Claritas report is based on an analysis of over 300 acquisition email campaigns across various industries. Their findings show that identity-based emails can achieve open rates two to three times higher and click-through rates five to seven times higher than industry averages. - Identity-based marketing utilizes voluntarily shared customer information, like an email address, to create a unified profile of that individual across different devices and channels. This has become increasingly important as third-party cookies are being phased out by major browsers like Chrome, Safari, and Firefox. - A key technology behind this is an identity graph, which connects various data points to a single individual, allowing for more precise audience targeting. Claritas' proprietary identity graph provides insights into over 255 million people. - The use of AI in email marketing is a growing trend, with 70% of marketers predicting that up to half of their email operations will be AI-driven by 2026. AI can be used for tasks like generating copy, personalizing content, and optimizing send times. - Audience segmentation, a core component of this strategy, involves dividing an email list into smaller groups based on characteristics like demographics, behaviors, or purchase history. A SaaS company, for example, increased demo bookings by 20% by segmenting their email list by job title and company size. - Despite the high performance, nearly 30% of global email traffic is categorized as spam. To combat this, identity-based marketing services often use their own approved servers and IP banks to ensure clean and compliant delivery. - Companies that excel at personalization generate 40% more revenue than average competitors. Furthermore, 71% of consumers now expect personalized interactions from brands. - The report highlights the importance of moving beyond surface-level metrics. By tying every email back to a known household and tracking conversions to the correct touchpoint, marketers can more accurately measure return on investment.