Bid farewell to the era of third-party cookies as we embark on a new chapter in online advertising. In this insightful exploration, we delve into the transformative power of first-party data and unveil the reign of email marketing as the king of personalized and targeted campaigns. Discover how these strategies are shaping the future of digital marketing and empowering businesses to connect with their audience in more meaningful ways. Welcome to the revolution of Goodbye, Third-Party Cookie!! First-Party Data, Email Is The King. Recent news reported that Google is planning to eliminate third-party cookies effective 2023.
They have been in practice for decades to reach potential customers and increase sales. The demise of third-party cookies is impending, and business marketers fear data loss. Since third-party cookies allow marketers to track the browsing data of customers, many users have raised privacy concerns. This is why Google has finally decided to say goodbye to third-party cookies in the time to come.
Does this mean marketers have to spend extra bucks to collect user data every time they need it? No, absolutely not! Google has already given two years to find new alternatives to third-party cookies. So, every marketer is now shifting to first-party data assets such as emails to target customers. This means they can continue to run ad campaigns successfully with these data assets at no additional cost.
Over the years, tried and tested email marketing strategies have played a crucial role in addressing customers’ pain points and targeting genuine leads. Email marketers, for a long time now, have stood in the front position to collect user data and target customers. They know how a simple email can be used as a deadly weapon to acquire leads and turn them into loyal customers.
If you want to crack the code, keep reading as we break the concept into bits. But, before we move forward, let us understand first-party cookies.
What are First Party Cookies?
First-party cookies are the codes generated and stored within the computer that track consumer data about your business interaction. The first-party data include users’ behavior on your site, password, basic analytics, and how frequently they visit your site.
Businesses can build the best email marketing strategies based on audience interest by collecting this vital information. Moreover, you also know where your customers will land after visiting your website simply by tracking clicks.
However, you cannot track customers’ behavior once they move out of your site. This is a major difference between third-party cookies and first-party cookies. First-party cookies help to track data on your site alone. On the other hand, third-party cookies can help you get all the crumbs through the sites your customer visits.
First-Party Cookies like Email are Bound to Stay for LONG
After the end of third-party cookies, email marketing best practices will be a cost-effective communication strategy. It is user-friendly and significantly bears commercial value that helps achieve positive KPIs such as customer loyalty, customer satisfaction, and customer retention.
In short, the best email marketing strategies still have the potential to catch customers’ eyes and build an unparalleled brand reputation. Everything can be done precisely with first-party data like email, from educational content to the promotion and retargeting of existing customers.
After the Google announcement, email marketers are all set to rake in the charge and motivate business organizations to invest considerably in email marketing best practices. Arguably, email marketing drives hefty ROI and is also helpful in building long-term revenue only if done correctly by email marketing companies in Yorkton.
How to Create an Effective Email Marketing Campaign?
The email has grown in value and significance and now has the potential to impact how you interact with your consumers. No matter how carefully planned and effectively implemented your reward programs are, if your consumers don’t feel valued and acknowledged or if they feel neglected or poorly educated, they will hunt for alternatives. They’ll consider your rivals. As priorities change to deal with the demise of third-party cookies, email marketing will become more important. But how do you do that? Now that’s an important question.
To make sure you build the best email marketing strategy, follow the approach mentioned below.
Use Email Addresses as Identifying Elements
In addition to phone numbers, customers’ email address is considered a primary identity data signal and tool on which most brands rely to target customers and their pain points. Various social media platforms like Twitter, Facebook, and Snapchat use hashed email addresses to target their audience.
Unified ID 2.0 (a proposal for sanction ID networks) is built in the form of customers’ email addresses. This is a form of non-cookie-based identifier that allows marketers to onboard first-party data advertisers and help advertisers to maximize their advertising campaign reach.
Approaching to Boost Subscriber Acquisition
Email addresses have been known as key identifiers after the announcement of the demise of third-party cookies. This is why many brands look forward to doubling their efforts to acquire more subscribers. Now, businesses are not only looking to find new sources of subscriber acquisition, but they are also enhancing their existing sources. Companies are also optimizing their sign-up forms to improve their completion rates. In addition, companies are also trying to turn email addresses on the doc file into email opt-ins.
Some of the tried and tested approaches to follow while optimizing and testing subscriber acquisition sources are as follows:
- Strengthen the message of the sign-up page so that people will know clearly what they get after subscribing to your product/service.
- Offer great incentives for signing up/subscribing to the website news feed.
- Simplifying the sign-up form by eliminating the non-essential fields and the optional columns.
- Add auto-fill, auto-completion, and auto-capitalization to all the email sign-up forms. Also, provide a parallel keyboard for the sign-up form on mobile devices.
- Try to add a catchy Call to Action button. You can experiment with different words to cater to the audience’s attention.
- Increasing the number of customized registration forms based on visitor affinity modeling, geolocation, and observed preferences.
Today, numerous brands are shifting KPIs for marketing campaigns into advertising programs to reinforce CRM files. Most leverage third-party audiences to build a first-party audience for upcoming years and maintain a user database.
However, many brands believe first-party audiences are never going to replace third parties because they are always in demand to attain new customers. The goal is not merely to collect email addresses of potential prospects and customers, but to build a rich customer profile using first-party and zero-party data.
Collect More First-Party Data Via Email
According to the state data 2021 of IABs, 42% of companies said they would never raise spending on first-party data usage after identifiers and third-party cookies. But today, nearly 41% of business companies accept that they’re collecting data on consumer preferences, and 36% of the companies are collecting behavioral data to understand customer behavior and buying decisions.
Hence, email marketing best practices offer various opportunities for companies to gather information about subscribers’ preferences and interests. Companies use this data for personalization, email segmentation and automation, and advertisement targeting.
For instance, the email sign-up form is an awful process for asking for customer information. Still, the sign-up confirmation page is a better place to ask a subscriber for additional information.
Alternatively, use your email to get subscribers according to the individual’s profile page and preference details. While effective approaches for gathering data are unlikely to alter very soon, progressive profiling excels at gathering preferences for the immediate future. Most email marketing companies in Yorkton follow the same process to collect customer demographics and use it later to target customers into buying their products/services.
For instance, you might need a survey to find out a person’s top yard and garden goals for the upcoming growing season or a lifestyle assessment to find the top winter holiday locations or hobbies that your customers might be attracted to.
The email clicking behavior and the overall outcomes of app sessions and web sessions, as well as email click behavior purchasing habits, are also helpful in collecting personal data. Brands will also work to boost subscriber retention since users create more first-party data to the extent that they stay engaged and active.
Emphasize Subscriber Retention
Along with enhancing subscriber lifetime value, most brands focus on reducing subscriber agitation to maximize data collection. It can be seen as a complicated problem. That’s why most companies need to implement solutions and changes that can directly address customer issues and pain points and give them the desired solution.
Three major points that need to be emphasized:
- While using best email marketing practices, you have to reduce email fatigue by accurately delivering messages across all channels of customer communication. With this, the subscribers would not feel overwhelmed with emails and never opt-out or unsubscribe.
- Re-engagement with inactive subscribers is the best email marketing tactic as it helps to suppress subscribers that are not responding to your emails. The re-engagement approach is helpful to protect deliverability and provide you with better outcomes.
- Some of the email marketing best practices are re-launching and improving your loyalty programs. This approach helps to acquire new customers and foster long-term relationships with existing and upcoming customers.
The pandemic has accelerated the pathway of customer acquisition. This is why it is the perfect time to rethink marketing strategies. Another possible reason to think out of the box is that now the young generation and customers aren’t fascinated by the product/service’s price tag. Moreover, the copycat marketing strategies of competitors aren’t working anymore. Consumers have become more aware of what they invest in and what they deserve in return for their input.
Apart from this, customers nowadays want brands that add value to their requirements and understand their needs. This is the only way companies can inspire their customers and build long-lasting relationships. There’s no shortcut if you want to stay in the long run.
Sharing and Centralizing Data
Centralizing data is the final takeaway to shifting from third-party to first-party cookies. This way, you can easily share valuable data with your organization. This means the best email marketing strategies team and the website experience (UI/UX) team will centralize and share data with different organizations.
According to the state data 2021 report of IABs, many businesses are already following the same approach. Nearly 35% of the businesses stated that their company would centralize the entire CRM data in one repository to ensure ease of access and promote informed decision-making at all stages.
The decline of third-party cookies demands major changes in the way businesses operate. By developing the best email marketing campaign and SMS, smartphone push, and internet push programs, you may move towards a highly privacy-aware world where zero and first-party data will rule the digital world.
By transitioning from third-party cookies to zero-party and first-party data, you can eventually gain customers’ data without compromising their privacy and convenience. In fact, by implementing first-party cookie strategies, you can directly approach your customers to collect data and build a reliable database. This also helps to build a strong relationship with customers and allows you to have better engagement in the long term.
So are you ready to shift from third-party cookies to first-party data?
After understanding the mechanics behind first-party data, we are sure that a large part of marketing will depend on these values. Make sure you’re not left behind in this cut-throat competition. If you have any doubts about how to implement these strategies, our expert Growth Media Strategy team can help.
Truth be told, more than a million businesses are leveraging our best email marketing practices to stay at the top of their game. We can do the same for you too! Contact us to discuss this further.