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The Loss of Third-Party Cookies is a Bigger Issue Than You Think

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The Loss of Third-Party Cookies is a Bigger Issue Than You Think

If you have a well-developed digital marketing and advertising strategy, you’ve probably already been warned about the impending death of third-party cookies. Depending on your news source, however, you will likely have one of two quite extreme views on this subject. Either, according to some, the end of third-party cookies is an apocalypse for online business, or, according to others, it’s not something we should be that worried about.

The truth, as ever, lies somewhere in between these extremes. In reality, the loss of third-party cookies is going to have a huge impact on how we perform web page tracking – more perhaps than how the GDPR affects online business. Luckily, there are also ways of mitigating this impact, and even of emerging from this crisis with a stronger company than ever before. 

In this article, we’ll strip away the hype and show you how to prepare for the death of third-party cookies.

What are Third-Party Cookies?

Let’s get the basics out of the way first, so everyone is up to speed. Third-party cookies (sometimes referred to as just 3P cookies) are small files that store data about a user’s web experience across a range of websites. As explained in this step-by-step guide to webpage tracking, third-party cookies can be used by advertisers to gather personal information on website visitors that can then be used to target ads more narrowly.

Though third-party cookies are not going to be banned outright, as of next year, they will not be supported on the majority of browsers. Some browsers (such as Firefox) have long blocked these cookies, but the final nail in the coffin came in March of this year when Google made the formal announcement that its ad tools would no longer support the individual tracking of users starting next year. 

Why are Third-Party Cookies Valuable?

Third-party cookies are an extremely valuable part of the infrastructure of online marketing and advertising. In fact, under the assumption that they would be around for years to come, a whole industry has grown up around tagging users with these cookies, analyzing them, and allowing ads to be targeted based on the information they contain.

Most online businesses will use third-party cookies, at least to some extent. The most common application of them is to retrieve information on a visitor to your website. Depending on which third-party cookies they are carrying, you will be able to see which websites they have recently visited, as well as a host of other valuable information relating to their preferences, demographic, and even purchasing history. Based on this information, your marketing engine can present ads that are more relevant for each visitor to your site and promote your business in a way that is well suited to your website visitors. 

This practice has become very common, with a recent study by Epsilon of American marketers finding that nearly 70% of marketers say that removing third-party cookies will impact them more than even major privacy laws such as the GDPR.

How Will Losing Cookies Affect Me?

The extent to which the elimination of third-party cookies will affect you depends on the sophistication of your digital marketing system. However, in general, the deprecation of these cookies will likely have an impact in three key areas: 

  • Analytics and attribution based on third-party cookies would not be nearly as efficient, meaning that it will be much more difficult to assess the impact of your advertising.
  • Since third-party cookies carry information on browsing data, it will be much more difficult for marketers who depend upon third-party cookies to use personalization in their advertising.
  • Some marketing systems use third-party cookies to perform basic but also essential tasks (such as frequency capping). These could be an issue for online marketers who rely upon third-party cookies, but it is likely that most martech providers will find a way around this.

On the other hand, it’s also important to remember that the death of the third-party cookie is not all bad news. Some cookies of this type have been linked to dangerous cyberattacks, for instance, and consumers are increasingly uncomfortable with how much information advertisers hold on them. The end of third-party cookies might make the web safer and more private, albeit at the cost of truly personalized advertising.

Understanding First-Party Data

The biggest impact that the loss of third-party cookies is going to have, at least for most marketers, is that we will see a marked increase in the importance of first-party data. Up until now, many marketers have relied on third-party data collected and then sourced from social media companies, app manufacturers, and survey companies. 

Now, in order to keep the kind of advanced functionality you have become used to, you’ll have to collect all that information yourself. That’s why so many marketers are now making collecting first-party data a priority. According to a study conducted by eMarketer, over three quarters of marketers in both the United States and Europe indicated that boosting first-party data use is a top goal. 

For those looking to build such a system, there is some bad news and good news. The bad news is that building a system that can reliably collect high-quality data from your customers can be tricky. The good news is that there are plenty of tools out there which can take the stress out of the process.

Getting Started With First-Party Data

The first step is often to decide which data are most important to you. First-party data collection is generally focused on a smaller number of data points than the kind of exhaustive information that can be collected via third-part skimming. Still, you should be able to collect:

  • Demography
  • Visited websites & interactions
  • Purchase history
  • Interests
  • Time spent on website

All of these data points will be specific to an individual website visitor but may not be as tightly focused as you are used to third-party data being.

First-party data have some disadvantages and some advantages over the kind of third-party data you can currently collect via other websites and platforms. 

While first-party data are less detailed and can be more difficult to collect, once you have them, you have a much broader remit as to what you can do with them. As long as you collect these data in a way that aligns with the relevant data privacy legislation – the CCPA and the GDPR being the most stringent of these – you can then process, use, and even share these data as you like. In other words, you are not bound by the service agreement you have with your current third-party data suppliers.

This means that first-party data is a valuable asset for businesses, and even if 3P cookies weren’t dying, it would make good business sense to start collecting them.

Collecting First-Party Data

Collecting first-party data can seem like a real challenge for marketers who are new to the idea. It’s hard to imagine that your customers – no matter how much they love your brand – will want to share personal information with you.

That’s partially true. However, there are two ways to address this challenge. One is to make it clear that sharing these data will benefit your customers – whether this is in the form of concrete benefits such as offers or money off their next purchase, or merely in terms of increasing your ability to offer them a genuinely personalized experience.

The second key here is to make sure that the ways you are collecting data are as diverse as possible. Asking customers to enter personal information as soon as they come to your website is likely to put them off – scattering information-gathering forms throughout your site is a much better and more effective way to go about this.

There are typically four types of tools through which you can collect first-party data, and all have their place within your broader strategy:

  • Landing pages are pages on your site that contain information on a range of products or services. They are typically the first page a customer sees when they come to your site. Because they see high traffic, they can be a great place to collect first-party data on your customers, perhaps via a pop-up that asks for an email address in exchange for a special offer.
  • Website forms are a simpler tool but no less effective. With a high-quality website editor, you can scatter data collection forms throughout your site, giving customers money off a product if they share info or asking them to provide extra information during checkout, for instance. Diversify your forms, and you’ll soon see that your ability to collect data increases.
  • A more direct approach is to use polls and surveys. These can be conducted via your website, social media feeds, or through your email marketing. The aim here is two-fold: not only to gather feedback on how well your marketing is landing, but also to gather first-party demographic information on the audience members who are filling out the survey.

The key to collecting high-quality information, no matter which of these approaches you take, is to diversify not only the ways in which you are collecting first-party data but also the media through which these elements are delivered.

That’s why we’ve built our email marketing suite with so many options for collecting data from your potential customers. With Benchmark Email, it’s easy to add data-collection elements to your email that will not only provide you with valuable data, but also get your audience more engaged with your brand.

Prepare for the Future

If your marketing and advertising system relies on third-party cookies, at the moment, there is really only one way to prepare for their impending death: start collecting far more first-person data. In practice, this may be easier said than done. 

You will need, first and foremost, to identify where you are reliant on third-party cookies and put plans in place to collect these same data directly from consumers, with their consent. That will require, in turn, creating an airtight privacy policy, and making sure that your data collection, storage, and processing systems are in line with local and federal data privacy laws. 

Ultimately, you may have to give up on some of the more advanced ways in which you personalize your marketing in favor of some older techniques – carefully crafting ads that appeal to a broad section of your target audience, rather than relying on hyper-personalization as a marketing technique.

With the correct preparation, though, there is no reason why your digital marketing can’t be as successful after the death of third-party cookies as before it.

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EMAIL MARKETING

How to Create an Email Marketing Calendar in 2022

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How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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10 Tips On Effective Email Marketing For Mobile Apps in 2022

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If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;


1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.


2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.


3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.


4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.


5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.


6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.


7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.


8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.

mobile-friendly-websites


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.


10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app and evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence

Propaganda

Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.

Unification

Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.

Communication

Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.

Influence

Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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