Unlocking the Power of Email Marketing in 2021

Unlocking the Power of Email Marketing in 2021

Table of Contents

  1. Introduction
  2. The Founding Origins of Privy
  3. The Initial Workflow of Privy
  4. Privy's Growth and Scale
  5. Metrics and Advice for Form Optimization
  6. The Value of Email Addresses
  7. Using Forms as Billboards on Websites
  8. Personalization in Forms for VIP Customers
  9. Post-Purchase Behavior and Learnings
  10. The Power of Email Marketing in 2021
  11. Exploring the Potential of Text Marketing
  12. Overcoming Misconceptions about Text Marketing
  13. Conclusion

The Power of Email Marketing in 2021

Email marketing has long been hailed as one of the most effective and reliable channels for businesses to connect with their audience. In 2021, the value of email marketing continues to grow, offering unique opportunities for businesses to engage and convert customers. In this article, we will explore the reasons why email marketing remains a powerful tool and how businesses can leverage its potential to drive growth and success.


Email marketing has stood the test of time as one of the most successful marketing strategies. It allows businesses to directly connect with their audience, deliver personalized messages, and drive conversions. In an increasingly digital world, where privacy concerns and ad targeting limitations are becoming more prevalent, email marketing provides a reliable and cost-effective solution for businesses to communicate and build relationships with their customers.

The Founding Origins of Privy

Privy, a leading email marketing platform, has become a trusted partner for over 500,000 stores worldwide. The company's founder, Ben Jabbawy, discovered the power of email marketing through his own experience in building sites and implementing email marketing strategies for small businesses. Recognizing the need for user-friendly, self-serve marketing tools, Jabbawy founded Privy to provide small businesses with effective and accessible email marketing solutions.

The Initial Workflow of Privy

Privy gained recognition for its initial workflow that focused on capturing leads and optimizing site conversions. The platform offered a simple yet powerful solution for businesses to design targeted pop-ups and forms that seamlessly integrated with their brand. This workflow allowed businesses to capture leads, offer unique and personalized incentives, and seamlessly integrate with popular email service providers like Mailchimp and Klaviyo. The success of this workflow led to Privy's rapid growth and establishment as a leader in the industry.

Privy's Growth and Scale

Privy's impressive growth is a testament to its effectiveness and the increasing demand for email marketing solutions. With over a billion monthly interactions and 8-10 million email captures per month, Privy's scale demonstrates its impact on businesses of all sizes. The platform's user-friendly interface and free plan option have attracted over 12,000 new stores each month to utilize Privy's powerful email marketing features.

Metrics and Advice for Form Optimization

When it comes to optimizing forms, Privy offers valuable insights and advice. While factors like timing and pop-up type are important considerations, Privy's data reveals that the content of the form itself has the most significant impact on sign-up rates. There are three primary types of form content: sign-up, offer-based, and enter-to-win. Sign-up forms typically convert 1% of traffic, while offer-based forms see conversion rates between 5% and 10%. Enter-to-win forms, on the other hand, have sign-up rates ranging from the teens to low 20%. Choosing the right form content and offer is crucial for maximizing sign-up rates and growing your email list.

The Value of Email Addresses

The value of email addresses cannot be underestimated. Privy's data from 2019 showed that each email address collected was worth $16 in customer spending. In 2020, this value doubled to $33. This demonstrates the potential for businesses to leverage email addresses for long-term customer engagement and increased sales. As other marketing channels face challenges in ad tracking and targeting, email marketing remains a reliable and high-value tool for businesses to reach their customers.

Using Forms as Billboards on Websites

One often overlooked strategy is using forms as billboards on websites. Forms can be strategically placed to capture the attention of visitors and deliver targeted messages. By customizing forms based on user behavior, businesses can enhance the user experience and drive conversions. For example, a returning VIP customer could be shown a personalized form with a special offer, creating a sense of exclusivity and encouraging repeat purchases.

Personalization in Forms for VIP Customers

Forms can be an effective tool for personalization, especially when targeting VIP customers. Privy's platform allows businesses to display personalized messages and offers to specific customer segments, such as VIPs. By tailoring the form content and offer based on a customer's past purchase history or loyalty status, businesses can enhance the customer experience, drive repeat purchases, and foster brand loyalty.

Post-Purchase Behavior and Learnings

To further maximize the value of email marketing, businesses can leverage post-purchase interactions. Privy recommends using order confirmation pages to share relevant information, such as fulfillment times or social media follow requests. Additionally, businesses can use displays on these pages to gather feedback or encourage customers to join loyalty programs. By strategically engaging with customers after a purchase, businesses can enhance the customer experience and build long-lasting relationships.

The Power of Email Marketing in 2021

In 2021, email marketing continues to stand as a powerful marketing channel. The recent statistics from Shopify's Black Friday sales reveal that email marketing has the highest conversion rate compared to other channels, including direct traffic and social media. As privacy concerns and ad targeting limitations become more prominent, the reliability and effectiveness of email marketing make it a crucial component of any marketing strategy.

Exploring the Potential of Text Marketing

While email marketing reigns supreme, text marketing is emerging as a new wave in direct customer communication. Though still in its early stages, text marketing offers a more intimate channel for businesses to engage with their customers. However, the adoption of text marketing has been relatively slow compared to email marketing. This may be due to a lack of understanding, concerns about legal compliance, or misconceptions about its effectiveness. Despite these challenges, text marketing holds immense potential and should be explored as a complement to email marketing efforts.

Overcoming Misconceptions about Text Marketing

Just like with email marketing in its early days, businesses may have reservations about embracing text marketing. Concerns about being perceived as intrusive or creepy may prevent some businesses from capitalizing on this powerful channel. However, as with any marketing strategy, it's essential to consider the audience, personalize messages, and provide value. By focusing on these principles, businesses can mitigate the concerns associated with text marketing and unlock its full potential.


In conclusion, email marketing remains a relevant and powerful tool for businesses in 2021. With its ability to directly connect with customers, deliver personalized messages, and drive conversions, email marketing should be an integral part of any marketing strategy. As businesses adapt to changing privacy regulations and evolving consumer preferences, email marketing provides a reliable and effective channel for engagement and growth. By understanding the value of email addresses, optimizing forms, embracing personalization, and exploring new avenues like text marketing, businesses can harness the true power of email marketing and propel their success in 2021 and beyond.

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