Vice President at RevelOne | Expertise in Executive Recruiting for Marketing & GTM Leaders for VC & PE Backed Companies | Content Creator - 40M+ Organic Views - Job Search and Career Content - TikTok & YouTube
Have you noticed more e-commerce websites asking for your email and phone number right upfront? You’re not alone. Talking with hundreds of marketing leaders over the last 12 months many are focused on this growing trend in the e-commerce space to prioritize email and text message acquisition—and for good reason. Here’s why this strategy is taking off: 1. Rising Costs of Paid Media: With the costs of digital ads on platforms like Google and Meta increasing by 20-30% over the past year, e-commerce brands are looking for more cost-effective ways to reach their audience. Enter email and SMS marketing. These channels offer a direct line to customers without the hefty price tag. A study by Campaign Monitor shows that email marketing delivers an average ROI of $42 for every $1 spent, making it a no-brainer for brands looking to maximize their marketing dollars. 2. Building Direct Relationships: Unlike social media, where algorithms can change and ads can get lost in the shuffle, email and SMS allow brands to connect directly with their customers. Research from HubSpot found that 78% of consumers say they’ve made a purchase as a result of an email campaign. And SMS? It boasts an impressive open rate of 98%, compared to just 20% for email. By collecting emails and phone numbers early, brands are building a direct, owned communication channel that cuts through the noise and drives engagement. 3. Personalization at Scale: Today’s consumers crave personalized experiences, and email and SMS are perfect for delivering just that. With the right data, brands can segment their audience and send targeted messages that resonate with individual preferences and behaviors. A report by Experian found that personalized emails generate 6 times higher transaction rates. Marketers and leadership teams are seeing this as a win-win: lower costs, higher engagement, and more personalized customer experiences.
Marketing & Media Leader delivering growth through strategy, integration, and innovation | Paid Media Expert | Marketing Strategist | Enthusiastic Collaborator | Change Management pro | Recovering Perfectionist
3moGreat for marketers and brands, but we have to provide value back to the consumer for that precious information. 1st to convince them to share it. 2nd to encourage engagement. 3rd to keep them from opting out.