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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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Unveiling the Future of Email Marketing: 4 Trends to Revolutionize Engagement

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Unveiling the Future of Email Marketing: 4 Trends to Revolutionize Engagement

In today’s fast-paced digital landscape, the efficacy of email marketing hinges not only on the delivery of messages but also on their ability to resonate with audiences and drive meaningful interactions. Gone are the days of generic blasts; instead, companies are increasingly turning to innovative strategies to captivate their subscribers. Here, we delve into four emerging trends poised to redefine the realm of email marketing, promising to elevate engagement and drive conversions.

1. User-Generated Content (UGC) Takes Center Stage

User-generated content (UGC) emerges as a potent tool in the arsenal of email marketers, facilitating authentic connections with audiences while amplifying brand visibility. From customer reviews to social media posts, UGC offers a dynamic and relatable portrayal of products and services, resonating with consumers in the era of “new sincerity.”

By harnessing UGC within newsletters, brands gain invaluable insights into consumer preferences and behaviors, fostering trust and credibility. Strategies such as incentivized contests or social media challenges empower users to contribute content willingly, fueling a steady stream of authentic engagement.

2. Augmented and Virtual Realities (AR/VR) Transform Experiences

Augmented reality (AR) and virtual reality (VR) technologies emerge as game-changers in the realm of email marketing, offering immersive experiences that captivate and compel audiences. While VR may require substantial investments and specialized equipment, AR presents a more accessible avenue for brands to showcase products and drive engagement.

From interactive product demonstrations to virtual try-on experiences, AR/VR initiatives promise to revolutionize email campaigns, offering users a glimpse into a digitally enhanced world. While technical constraints may limit current implementations, ongoing advancements herald a future where AR/VR seamlessly integrate into email communication, enriching brand experiences.

3. Omnichannel Integration Enhances Connectivity

The advent of omnichannel marketing heralds a new era of seamless connectivity, enabling brands to orchestrate cohesive experiences across diverse touchpoints. By unifying customer interactions across websites, offline stores, and email communications, businesses cultivate deeper insights and deliver personalized content tailored to individual preferences.

Omnichannel integration not only streamlines the customer journey but also fosters brand loyalty by offering consistent and personalized experiences. Whether browsing online, engaging in-store, or interacting via email, customers encounter a unified brand identity, enhancing engagement and driving conversions.

4. Hyper-Segmentation and Personalization Drive Relevance

In an age defined by personalized experiences, hyper-segmentation emerges as a cornerstone of effective email marketing strategies. By dissecting audiences into granular segments based on demographics, behaviors, and preferences, brands can deliver tailored content that resonates on a profound level.

Utilizing advanced email marketing platforms, businesses can leverage hyper-segmentation to craft personalized campaigns that speak directly to individual interests and needs. From dynamic product recommendations to targeted promotions, personalized emails foster a sense of relevance and exclusivity, driving engagement and fostering long-term customer relationships.

In conclusion, the future of email marketing lies in innovation and adaptation, with brands leveraging cutting-edge technologies and strategic approaches to engage audiences effectively. By embracing trends such as user-generated content, augmented reality, omnichannel integration, and hyper-segmentation, businesses can unlock new realms of engagement, driving meaningful interactions and fostering brand loyalty in an ever-evolving digital landscape.

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Top Email Marketing Strategies To Use For Q4

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As we approach the Q4 period, it’s never too early to start preparing for your Black Friday and Cyber Monday email marketing strategy. Once Black Friday week hits, our inboxes are filled with a hurricane of brands fighting for attention, each with the ‘biggest’ and the ‘best’ offers you won’t get anywhere else. 

To set your brand apart from the competition, it’s crucial to plan ahead. Over 60% of brands send out multiple emails over the course of the Black Friday/ Cyber Monday weekend, and it’s a perfect time to up your brand awareness ahead of the Christmas shopping season. 

If you’re not sure where to start with Q4 planning or need some last-minute tips to enhance your strategy, we’ve outlined some top email marketing strategies to incorporate into your plans!

1. Send Pre-Black Friday Emails

Sending pre-Black Friday emails is great for keeping your brand at the forefront of people’s minds ahead of the big day. Not only will a pre-Black Friday email let your audience know about your upcoming event, but it will also ensure that your audience is regularly checking in on your brand throughout the Q4 period.

Additionally, sending pre-Black Friday emails is beneficial for A/B testing. Sending out different formats of emails with minor tweaks, such as the CTAs or subject lines, can help you determine what your audience is more likely to engage with so you can then tailor your Black Friday strategy accordingly.

2. Run a Lead Gen

It might seem like a given, but ahead of Black Friday, it’s beneficial to give your email list a much-needed boost. A simple but effective way to do this is to run a lead-generation advertising campaign. For example, offering your audience the chance to win a prize in return for submitting details, such as their email address, is a quick and easy way to increase your list size. Similarly, refreshing your pop-up on-site with an irresistible offer will also contribute to gaining new profiles.

3. Offer Something Unexpected

Email marketers only have 3 seconds to capture the attention of their readers, which isn’t surprising due to the amount of emails the average person will receive daily. If an email isn’t driving you to click on it, it swiftly gets forgotten about and lost within their inbox. Over Black Friday, to avoid this happening, make sure you’re offering something unexpected, whether that’s a mystery discount or a gift with each purchase!

One of the worst things you can do over Black Friday is to overcomplicate your promotions. If you’re offering multiple promotions and codes, things can get a bit too hectic. To make it as simple as possible, consider running a standard “up to” percentage amount. If you want to include a code, it helps to have this auto-applied at checkout to avoid customers dropping off if they input it incorrectly. In the design of your email, make sure the promotion is clearly highlighted within the design so it can’t be missed, and also referenced in the body copy and subject lines too!

5. Create An Effective Design 

Creating an effective design is one thing, but how do you know what works? To improve your email campaigns, consider running an A/B test to pinpoint which elements of your design are improving the CTR and which are hindering it.

Highlighting metrics such as colour, font size, and CTAs can instantly impact whether people will click through or discard! If a consumer clicks on your email, you’ll have, on average, 11 seconds to keep their attention, so making sure your design stands out for the wave of other Black Friday content is key! Keep the design of your email reflective of your branding but with stand-out elements specifically for the shopping season.

6. Make Use Of CTAs

CTAs (call-to-action) are one of the most underrated parts of any email campaign, especially over the Black Friday period. They’re one of the driving forces behind making your email recipients turn into passive readers to customers. One key way to make your CTAs stand out is to make use of bright and bold colours that will attract and hold attention. Additionally, it’s important to think about the placement of your CTAs to increase your click-through rate, make sure the copy used is clear and concise (between two and five words) and use actionable language.

7. Focus On Subject Lines

Subject lines are make or break for every email campaign. Over Black Friday, consumers’ inboxes are cluttered with emails, so it’s important to stand out. It’s estimated that on Black Friday, 116.5 million emails from brands were sent out (more than any other day), and Black Friday sees the highest number of emails opened and clicked. To prevent your emails from being lost in the void, having a cracking subject line to stand out from competitors is everything.

The secret to a great subject line is to keep it short and snappy. On average, subject lines with 50 characters or less tend to get an average of 12% higher open rates and 75% higher click-through rates. Including emojis within subject lines has been seen to increase click-through-rates by as much as 28%!

Additionally, it helps to use language that will really pique your audience’s interest, stay away from any overused cliches and keep them as attention-grabbing as possible.

8. Prep for Cyber Monday

To plan an effective Black Friday, it’s crucial to prepare for Cyber events too. With Cyber following straight after, it’s easy to forget about it or not prioritise it as much as Black Friday, however, it’s still an extremely profitable day! To make the most of it, create dedicated campaigns and tailor your online sales messaging so that it focuses on driving urgency. 

9. Incorporate SMS into Your Strategy

Sometimes the importance of SMS can be overlooked because a lot of brands assume that text messages won’t fit in with their brand. However, it’s a no-brainer for reaching even more customers. On average, 82% of people engage with marketing content on their smartphones, so it’s something to definitely explore, especially over the busy shopping period.

To gain SMS sign-ups, you can effectively tie your SMS campaign in with your lead generation and ask for customers to fill out their phone number as well as their email address. That way, they’ll be opted into your send list. It can also be used to send reminders when sales have launched or when offers are coming to a close.

Despite having only 160 characters to work with, SMS campaigns are longer than recommended email subject lines, so it can be just as, if not more effective than email marketing campaigns.

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Mastering Email A/B Testing for Mobile Apps: The Ultimate Guide

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Welcome to the world of email A/B testing for mobile apps!

Here at Favoured, we’re all about delivering the best results for our clients, and that includes mastering the art of email marketing. In this guide, we’ll take you through the essentials of A/B testing your email campaigns to achieve maximum success for your mobile app.

What Is Email A/B Testing?

Email A/B testing, also known as split testing, is a method used to compare two or more variations of an email campaign to determine which one performs better. The goal is to identify the version that resonates most with your target audience, ultimately leading to higher open rates, click-through rates, and overall engagement.

In the context of mobile apps, email A/B testing can be particularly valuable, as it helps you fine-tune your marketing messages to drive user acquisition, engagement, and retention.

Benefits Of Email A/B Testing

There are numerous advantages to incorporating A/B testing into your email marketing strategy for mobile apps. Some of the key benefits include:

  • Improved open rates: By testing different subject lines, you can identify which ones capture your audience’s attention and entice them to open your emails.
  • Increased click-through rates: Experimenting with various email elements, such as CTAs and layout, can help you determine the most effective ways to encourage recipients to take action.
  • Enhanced engagement: A/B testing allows you to create more relevant and engaging content for your target audience, resulting in higher conversion rates and stronger user relationships.
  • Data-driven decision making: With A/B testing, you can make informed decisions based on actual user behaviour, rather than relying on assumptions or gut feelings.

Key Metrics To Track

When conducting email A/B tests, it’s essential to track specific metrics to gauge the success of your campaigns. Some of the most critical metrics to monitor include:

  • Open rate: The percentage of recipients who open your email. This metric can help you evaluate the effectiveness of your subject lines.
  • Click-through rate (CTR): The percentage of recipients who click on a link within your email. A high CTR can indicate that your email content is engaging and relevant.
  • Conversion rate: The percentage of recipients who take the desired action after clicking a link in your email, such as downloading your app, making a purchase, or signing up for a newsletter.
  • Unsubscribe rate: The percentage of recipients who opt out of receiving future emails from you. A high unsubscribe rate may suggest that your email content is not resonating with your audience.

Understanding the basics of email A/B testing is the first step towards optimising your mobile app marketing campaigns. By grasping the concept, benefits, and key metrics of A/B testing, you’ll be well-equipped to make data-driven decisions that drive real results for your mobile app.

Setting Up Your Test 

Defining Your Goal

Before you start setting up your A/B test, it’s crucial to determine the primary objective of your test. Having a clear goal will help you focus your efforts and make data-driven decisions based on the results. Your goal should align with your overall mobile app marketing strategy and be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of goals for email A/B tests include:

  • Increasing the open rate by 10% within 30 days
  • Boosting the click-through rate by 15% within 60 days
  • Reducing the unsubscribe rate by 5% within 45 days

Selecting Variables To Test

Once you’ve set your goal, it’s time to choose the variables to test in your email campaign. The variables you select should have a direct impact on your goal and be something you can measure. Here are some common email elements to consider testing:

  • Subject lines: Test different wording, phrasing, or personalisation techniques to capture your audience’s attention.
  • Email content: Experiment with different content styles, lengths, or structures to see what resonates with your recipients.
  • Call-to-action (CTA): Try various CTA placements, wording, or button designs to encourage users to take the desired action.
  • Images and visuals: Test different images, colours, or visual layouts to determine which one drives higher engagement.
  • Personalisation: Compare personalised content, such as using the recipient’s name, to generic content to assess its impact on your metrics.

Creating Variations

Now that you’ve chosen your variables, it’s time to create the variations for your email campaigns. Keep the following tips in mind when crafting your variations:

  • Limit the number of variations: While it may be tempting to test multiple variations, it’s best to limit yourself to two or three, so you don’t dilute your results or prolong the testing process.
  • Make distinct changes: Ensure the variations are different enough to provide meaningful insights. For instance, if testing subject lines, one could be a question, while the other could be a statement.
  • Keep other elements consistent: To ensure accurate results, only change the variable you’re testing and keep all other elements the same across variations.
  • Consider your audience: When creating variations, take into account your target audience’s preferences and behaviours to craft relevant and engaging content.

Setting up an A/B test for your mobile app’s email campaigns is an essential step towards optimising your marketing efforts. By defining your goal, selecting the right variables to test, and creating effective variations, you’ll be well on your way to enhancing your app’s performance and building stronger relationships with your users.

Implementing & Analysing Your Test

Test Duration & Sample Size

Determining the optimal test duration and sample size is crucial for obtaining accurate and reliable results. Here are some factors to consider when deciding on these parameters:

  • Test duration: The length of your test should be long enough to gather sufficient data, but not so long that it delays your marketing efforts. Generally, a test duration of 7 to 14 days is recommended for most email A/B tests.
  • Sample size: Your sample size should be large enough to provide statistically significant results. Use an A/B test sample size calculator to determine the appropriate size based on your desired confidence level and the expected difference between variations.

Keep in mind that these recommendations may vary depending on your specific circumstances, such as the size of your email list or the frequency of your email campaigns.

Launching Your Test

Once you’ve determined the test duration and sample size, it’s time to launch your A/B test. Follow these steps to ensure a smooth test launch:

  • Segment your email list: Divide your email list into random, equal-sized groups to ensure a fair comparison between variations.
  • Send your variations: Schedule your email campaign to send the different variations to the corresponding segments of your email list.
  • Monitor the progress: Keep an eye on the key metrics, such as open rates, click-through rates, and conversion rates, throughout the test duration to ensure everything is running smoothly.

Analysing Results & Drawing Conclusions

After your test has concluded, it’s essential to analyse the data, draw conclusions, and apply your findings to future email campaigns. Here’s how to go about it:

  • Review the data: Examine the key metrics for each variation and compare them to determine which one performed better.
  • Check for statistical significance: Use an A/B test calculator to ensure the differences between the variations are statistically significant, indicating that the results are not due to random chance.
  • Draw conclusions: Based on the data, determine what you’ve learned from the test and how it can inform your future email marketing efforts. For instance, if a specific subject line format led to higher open rates, consider using a similar approach in future campaigns.
  • Apply your findings: Incorporate your learnings into your email marketing strategy to continually optimise your campaigns and drive better results for your mobile app.

Implementing and analysing your email A/B tests is a critical step towards optimising your mobile app marketing campaigns. By determining the appropriate test duration and sample size, launching your test, and analysing the results, you’ll be able to make data-driven decisions that enhance your app’s performance and foster stronger relationships with your users.

Best Practices

Consistent Testing

To achieve long-term success in email marketing for mobile apps, it’s crucial to make A/B testing a consistent part of your strategy. Regular testing allows you to:

  • Continuously optimise your campaigns: Stay ahead of the curve by continually refining your email campaigns based on data-driven insights.
  • Adapt to changing trends: Keep your email marketing efforts relevant and up-to-date by adapting to evolving user preferences, industry trends, and market dynamics.
  • Validate new ideas: Use A/B testing to validate new marketing concepts or tactics before fully implementing them in your campaigns.

Avoiding Common Pitfalls

As with any marketing endeavour, there are potential pitfalls to watch out for when conducting email A/B tests. Here are some common mistakes and how to avoid them:

  • Testing too many variables at once: Focus on testing one variable at a time to ensure accurate results and avoid confusion when analysing the data.
  • Ignoring statistical significance: Make sure your test results are statistically significant to avoid drawing conclusions based on random chance or insufficient data.
  • Focusing solely on short-term gains: While it’s essential to optimise for immediate results, also consider the long-term impact of your email marketing strategy on user retention and lifetime value.

Utilising Automation & Growth Hacking Strategies

Leveraging automation and growth hacking techniques can help streamline your email A/B testing efforts and drive even better results for your mobile app. Consider the following strategies:

  • Email automation: Use email marketing automation tools to schedule and send your A/B tests, track key metrics, and segment your email list efficiently.
  • Dynamic content: Implement dynamic content in your email campaigns to personalise messages based on user behaviour, preferences, or demographics, and A/B test the effectiveness of various personalisation techniques.
  • Multivariate testing: Once you’re comfortable with A/B testing, consider using multivariate testing to assess the impact of multiple variables simultaneously and identify the best combination of elements for your campaigns.

Mastering email A/B testing for your mobile app is an ongoing process that requires consistent effort, learning, and adaptation. By following best practices, avoiding common pitfalls, and utilising automation and growth hacking strategies, you’ll be well on your way to achieving long-term success in your email marketing campaigns.

As a data-driven full-funnel marketing agency, Favoured believes in the power of optimising every aspect of the customer journey, and that includes email marketing.

We’re dedicated to helping businesses drive real results, and A/B testing plays a crucial role in this process. Reach out if you want to supercharge your email campaigns with us. Happy testing!

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