Summary
Using LiveIntent ads in emails doesn't inherently damage deliverability, but several factors impact user experience and potentially, indirectly, deliverability. Key considerations include list hygiene, ad relevance and frequency, compliance with regulations like CAN-SPAM and GDPR, and balancing ad content with valuable content. Implementation is technically simple, but proactive email health monitoring and optimization are crucial for success. Overloading emails with ads can negatively impact engagement, while well-placed, relevant ads can be integrated effectively.
Key findings
- No Direct Deliverability Impact: LiveIntent itself doesn't automatically harm deliverability if best practices are followed.
- User Experience Key: User experience heavily relies on ad relevance, frequency, and placement.
- List Hygiene Essential: Maintaining a clean and healthy email list is critical for deliverability and preventing issues with ad networks.
- Compliance is Crucial: Compliance with CAN-SPAM, GDPR, and other privacy laws is necessary when using personalized ads.
- Balance is Important: Balancing ads with valuable content enhances user experience and prevents ad fatigue.
- Implementation Simplicity: Implementing LiveIntent ads is technically straightforward, often involving adding an HTML block.
Key considerations
- Relevance and Targeting: Ensure ads are highly relevant to the target audience to minimize unsubscribes and complaints.
- Frequency Management: Avoid overloading emails with ads to prevent negative perceptions and maintain engagement.
- Strategic Placement: A/B test different ad placements and formats to optimize user engagement and minimize disruption.
- Content Integration: Maintain a balance between ads and valuable content to improve user experience.
- Legal and Ethical: Comply with all relevant regulations (CAN-SPAM, GDPR) and ensure ethical advertising practices.
- List Management: Regularly clean and validate your email lists to maintain high deliverability and engagement.
- Email Health Monitoring: Continuously monitor sender reputation, authentication protocols, and spam complaints to maintain email health.
What email marketers say
8 marketer opinions
LiveIntent ads in emails can affect deliverability and user experience. While direct deliverability issues are not always apparent, user experience is heavily impacted by ad relevance, frequency, and placement. Maintaining a balance between ads and valuable content, complying with GDPR, and A/B testing ad formats are crucial. Poor list quality can have deliverability effects.
Key opinions
- Deliverability Impact: Direct deliverability issues are not always apparent, especially if the list is managed well, but poor list management can change this.
- User Experience Sensitivity: User experience is highly sensitive to ad relevance, frequency, and placement.
- Ad Overload Negative: Overloading emails with ads leads to negative perceptions and decreased engagement.
- GDPR Compliance: GDPR Compliance must be adhered to.
Key considerations
- Ad Relevance: Ensure LiveIntent ads are highly relevant to the target audience to avoid unsubscribes and complaints.
- Ad Frequency Balance: Maintain a balanced approach to ad frequency to prevent user fatigue and negative perceptions.
- A/B Testing: A/B test different ad placements and formats to optimize user engagement and minimize disruption.
- Content Balance: Balance LiveIntent ads with valuable content to enhance the overall user experience.
- Placement Optimization: Ensure ad placements are strategically positioned and styled to complement the overall email design and not conflict with key calls to action.
Marketer view
Email marketer from Email Marketing Forum suggests that the frequency of LiveIntent ads plays a crucial role in user experience. Overloading emails with ads can lead to negative perceptions and decreased engagement. A balanced approach is recommended.
21 Jan 2025 - Email Marketing Forum
Marketer view
Email marketer from Digital Marketing Digest suggests maintaining a balance between LiveIntent ads and valuable content to prevent user fatigue. Providing high-quality content alongside ads can enhance the overall user experience.
2 Apr 2024 - Digital Marketing Digest
What the experts say
4 expert opinions
Experts suggest that LiveIntent ads, and similar ad services, don't inherently impact deliverability if well-managed. Implementing the ads is often technically simple, involving adding a content block. However, maintaining high list quality and ensuring ad content is relevant and avoids spam triggers are crucial for preventing deliverability issues.
Key opinions
- No Inherent Impact: Ad placement services like LiveIntent don't automatically harm deliverability.
- Simple Implementation: Technically, integrating these ads is straightforward, often requiring only adding an HTML content block.
- List Quality Critical: Maintaining a clean and validated email list is essential when using ad networks like LiveIntent.
- Content Matters: Ad content must be relevant, non-misleading, and avoid spam triggers to protect deliverability.
Key considerations
- List Hygiene: Regularly clean and validate your email lists to maintain high deliverability.
- Content Relevance: Ensure ad content is relevant to your audience to minimize negative impact on user experience and prevent spam complaints.
- Spam Prevention: Avoid using excessive promotional language or spam triggers in ad content.
- Monitor Reputation: Continuously monitor your sender reputation to detect and address any deliverability issues promptly.
Expert view
Expert from Email Geeks shares that multiple clients are using a competing service to LiveIntent and there is no noticeable impact from the ad placements in their emails.
31 Aug 2022 - Email Geeks
Expert view
Expert from Spam Resource responds that utilizing ad networks like LiveIntent necessitates stringent list quality management. Poor list hygiene can lead to deliverability issues, particularly with aggressive ad monetization strategies. Regularly clean and validate your email lists.
31 Dec 2021 - Spam Resource
What the documentation says
4 technical articles
Email marketing and deliverability documentation emphasizes that using LiveIntent ads requires adherence to best practices, including maintaining a clean email list, complying with CAN-SPAM and GDPR, monitoring sender reputation, ensuring proper authentication, and focusing on subscriber engagement. The integration of ads does not negate the need for overall email health monitoring and proactive deliverability management.
Key findings
- List Hygiene is Vital: Maintaining a clean and healthy email list is paramount when using LiveIntent ads.
- Compliance is Mandatory: Compliance with CAN-SPAM, GDPR, and other privacy laws is essential.
- Email Health Monitoring: Implementing ads requires continuous monitoring of email health.
- Multiple Factors Influence Deliverability: Sender reputation, authentication, content, and subscriber engagement all significantly impact deliverability.
Key considerations
- Proactive List Management: Implement regular list cleaning and validation processes.
- Legal Compliance: Ensure your email practices fully comply with relevant legal requirements.
- Reputation Monitoring: Actively monitor your sender reputation to identify and address potential deliverability issues.
- Authentication Protocols: Implement proper email authentication protocols (SPF, DKIM, DMARC) to improve deliverability.
- Subscriber Engagement: Focus on strategies to improve subscriber engagement, such as providing valuable content and personalized experiences.
Technical article
Documentation from Microsoft highlights a large list of best practices, many around reputation and authentication that should be followed to improve email deliverability and so improve results for ad driven traffic.
30 Jul 2023 - Microsoft
Technical article
Documentation from Litmus details that multiple factors can affect email deliverability including sender reputation, authentication, content, and subscriber engagement. Implementing ad's such as LiveIntent require you to also monitor your email health.
19 Jul 2022 - Litmus
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