Over the next few months, the powerful 9 benefits of having search engine is expected to begin blocking all third-party cookies from browsers such as Chrome, Firefox and Safari. It should be remembered that cookies have played a very important role in the positioning and search for information on websites, blogs and digital spaces.

In a cookieless digital market, companies will not be able to access customer behavior, actions, and attributions.   Now, companies will have to rack their brains to gain access to this knowledge, and email marketing is presented as a highly attractive alternative.

How the lack of cookies will affect companies’ marketing objectives

To understand how the lack of cookies can affect the different objectives of brands, it is necessary to take into account how they work. Cookies are codes that are placed in different browsers when users visit a website. The information they contain is usually the name of the site, user ID, language and details when logging in.

Google is going to remove cookies stored on sites other than its own. This will prevent cross-site and cross-company tracking. It also prevents more effective segmentation and deeper personalization.

Reorienting campaigns and understanding customer behavior will become increasingly difficult. Customer acquisition prices and return on investment or ROI will also be affected, especially in marketing agencies. For all these reasons, having email marketing strategies will allow you to maintain direct contact with your audience and austria phone number data improve the way you obtain customer data.

Why is Email Marketing needed to collect data?

With the elimination of third-party cookies, it is 7 email templates to send congratulations and use at special events necessary to have strategies that allow the collection of statistical and timely data on user behavior. Compiling your own data can mark the turning point between success or failure.

A solid email marketing strategy will help you collect data facebook users about customers with their consent and thus unlock audience insights. Some of the reasons why it is important to have this strategy are:

• The value of email marketing is growing exponentially.
• An Email Marketing strategy in a cookieless world is destined to be the only identifier for customers in the future.
• Customer data platforms or CDPs will be used more frequently.
• The data collected will be of higher quality when collected through the brand’s own strategy.

Email Marketing in the cookieless era: first-party data

There are many factors that will determine whether an email strategy is effective or not. Having your own data is an advantage in itself. Likewise, this data must be managed and organized well so that it turns out to be a benefit for the brand.

All brands have direct access to their customers’ data, whether through SMS Marketing or email. When a user purchases a product or service, or even when they perform an action on a website, the brand receives important data:

• Client’s first and last name.
• Purchase history, interests and tastes.
• Conversions.
• Own location, address, etc.

Specific benefits of Email Marketing strategies in the cookieless era

There are many positive aspects that you can take advantage of by having an Email Marketing strategy in the cookieless era, the most important of which are the following:

1.- Use of emails as identifiers

Email marketing is one of the easiest and cheapest ways to collect information, such as identity data that brands can use in the future. These identifiers, which do not depend on third-party cookies, are what allow an advertiser’s own data.

This helps to maximize the reach , visibility and engagement of all advertising campaigns.

2.- Increase the acquisition of new customers

User email addresses are very important in the cookieless era, as having large databases helps promotions reach a larger number of people. This will force companies to analyze their existing data sources and try to optimize their own forms.

These actions will be aimed at increasing a brand’s loyalty rate . To expand the list of addresses, it is necessary to take into account some basic guidelines:

• Create messages aimed at encouraging the use of forms.
• Provide incentives for people to give up their personal data.
• Simplifying records with simpler forms.
• Use autocomplete to create a better, faster experience.