In our last week’s blog, we discussed “How does iOS 15 affect Email Marketing?“
Use Data to Focus on Personalization
To further personalize your outreach, use a third-party enhancement to understand your users including demographics, lifestyle data, and behavioral insights.
Use consumer data catalog to add context and depth to the understanding of each consumer, and our consumer, phone, and email databases provide a scaled footprint for identity resolution.
Focus on First-Party Data Collection
A consumer’s first-party data that they willingly provide will become increasingly important in a privacy-sensitive environment. Consumers are often willing to provide this directly to brands for more personalized messaging. Be upfront about what you are using their data for (i.e. personalized recommendations based on their geographic location) and provide enticements to provide this data such as collecting this data such as sweepstakes, coupons, discounts, or loyalty club membership.
In a survey of more than 7,000 consumers, Salesforce found that 57% of consumers are willing to share personal data in exchange for personalized offers or discounts. Similarly, 52% of consumers would share personal data in exchange for product recommendations, and 53% would do the same for personalized shopping experiences.
Email continues to be one of the most cost-effective and dynamic ways to engage with your subscribers. Although the email landscape may change and marketers may need to adapt, the effectiveness of this high-performing channel is not changing anytime soon.