02/26/2024

As Cookies Wane, Email Marketing Revives

DTC brands are doubling down on direct email outreach

The gradual disappearance of third-party cookies and mobile identifiers has given new life to ecommerce brands' email marketing methods.

Previously, direct-to-consumer (DTC) brands scouted for potential customers on social media, where site pixels, cookies and mobile device IDs facilitated practically endless custom audiences. But now, DTC brands are doubling down on direct outreach via email and working with partners to extend their reach beyond their own newsletters.

Take Wildgrain, a subscription box company for bread and pasta, which built its business on Facebook. Due to declining paid social traffic, Wildgrain has ramped up its email marketing efforts through a partnership with LiveIntent.

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