Feb 24, 22 | 5 min read
email marketing privacy
Reading time: 4 minutes
If you work with email marketing (as basically all marketers do), you've probably started to worry about how all the recent privacy regulations and changing industry rules are affecting your strategies and how to adapt to it all.
Well, you’re not alone: A survey called “ Email in 2022 ” found that 74% of marketing leaders are concerned about impending privacy changes, while 82% of organizations are preparing and committing to better organizational alignment.
A lot seems to be changing, from Apple 's iOS 15 and MPP, to the deprecation of app tracking data and new government regulations.
Despite all this, email marketing is far from dead: According to Wordstream benchmarking research , email campaigns had an average conversion rate of 4.29% in 2021.
To help us better understand some of these tunisia email list privacy trends and how they will impact marketers’ routines in 2022, we’ll review the data from SparkPost’s report.
Let's take a quick look at the results of email marketing in 2021
Omnichannel marketing strategies rose in 2021. An omnichannel strategy typically includes email, SMS, live chat, social media, display, and any other channel that can make it easier for you to reach your customers.
Looking more specifically at email, Sparkpost’s report showed that 76% of marketing leaders think their email marketing program has had a positive impact on business in 2021, up from 58% in 2020.
Additionally, 34% of leaders said they are increasing their email marketing-related KPI metrics to reflect their company’s reliance on this digital channel.
This suggests that despite the current challenges in collecting marketing data, this channel remains highly profitable for businesses, especially when combined with others, as mentioned above.
You need to understand the types of customer data
Okay, so your company is already using email to generate revenue as part of its marketing efforts, but what exactly do you need to know about privacy policies to adjust your strategy?
First, we need to go through a quick overview of the different data types.
Zero-party data
We are talking about when the user voluntarily and intentionally shares their information with you.
An example is interactive content – when the user completes a quiz or assessment on a page of your website and then also provides their email address to collect the results.
Communication preference pages, phone numbers, or landing pages and surveys on social media are other examples.
First-party data
Also known as 1P data, this is the information you collect from your customers’ interactions and behaviors.
Examples include website activity, purchase history, email engagement (email opens and clicks), and customer feedback program scores.
Second-party data
This is when companies sell or share the personal data they have collected with other companies.
It is typically shared between parties that have similar audiences and customers.
Third-party data
Last but not least, we have third-party data.
Essentially, this is any data that has been collected or organized from a variety of sources and is often managed by organizations that do not directly interact with customers.
There are many markets where these massive data sets can be purchased, and some examples include demographic data, survey responses, income data, and online activities such as websites visited and browsing behaviors.
