As a business owner, you may be a bit bewildered by the privacy changes or weary of the future effectiveness of marketing campaigns and spending. We want you to know you are not alone, and every business big and small is having the same issues right now. Here we hope to outline some strategies to work in this great new world of consumer privacy and get you ahead of your competitors.
This may look like we at ZAMARTZ are “showing our hand,” but we are so confident in our understanding of the market and our ability to execute that this is free knowledge to the community at large.
Table of contents
Protect Your Business:
Implement consent tools for Cookies / Tracking, SMS and Email.
We like to recommend to our clients a combination of OneTrust Cookie management that also doubles as Consent for Marketing Pixels through Google Tag Manager (GTM). Additionally you should set up double-opt-in through email and SMS when required, but ALWAYS have a clear and easy opt-out process.
Bonus: Add to your opt-out process the ability to “opt-down” to a more conscious subject matter OR to a lower frequency of email sends, such as “once a month”.
(insert rights and consumer collection link)
Create a first-party data collection plan:
- Collect transaction, emails, and first-party profiles for every location the customer interacts
- Create a Customer Relationship Manager (CRM) that sanitizes, consolidates, and appends information into a single individual
- When appending information, go with sources that have a trusted record of ethical practices such as BlueKai or Trade Desk.
- Create a Customer Identity Map that can be anonymous
- Analyze customer CRM profiles and create standard metrics (Average Order Value, Number of Orders, First Email Sign-up date, First Login date, Last Login date, etc.)
- Distribute important data to Sales and Marketing tools
- Have a compliance policy and process applicable to governments or platforms
- NEVER participate in any bias practices of targeting
Create situations that collect customer data organically:
- Offer a birthday coupon code if added to the customer profile
- If you are a multi-gender brand, ask to choose “male,” “female,” or “all” at email sign-up
- Require customers to have an account and login to see Sale Categories
- Make Sign-In and Create-Account easy with Apple/Facebook/Google tools
- Offer other benefits for customers to create accounts like:
- Self-cancel orders
- Manage newsletter subscriptions topics
- Earn & view loyalty program benefits
- Checkout faster with saved addresses and credit cards
- Manage & share favorites
- See past orders and tracking codes/links
- Special VIP Categories when logged-in
- Free Shipping only with Log-in
Solution: How can I market without cookies?
| Today | Tomorrow |
|---|---|
| We rely on 3rd-party to consolidation the collection of data of a person, for multiple sources and how it connects to their system | We will need to send our 3rd-parties the anonymous information they need about our customer |
| We rely on 3rd-party to create interest groups throughout their network | We will need to pre-categorize customers into the targeting groups we want to acquire |
| We utilize 3rd-party to find customers that are “like” our customers from in their networks | Our information data-points will be used to create look-a-like, with lessened effect |
| We do not send emails currently to encourage people to be part of the business ecosystem | Automated/Triggered Email Campaigns are going to be more important to capture secondary information |
| We do not have the ability to add our own targeting groups to websites | Targeting on-site and through emails will be more critical; personalization is also part of this |
| We do not encourage customers to login | Incentivize customers to login to support strategies above |
| We provide minimal and inconsistent context clues to partners due to their limitations or no need prior to these changes | Provide the same context clues and information to link accounts and tools across each other from 3rd-party data as well |
We also suggest changing or adding some success metrics:
- Email acquisition
- Account Login
- Account creation
- View-through conversion set to 7 days or under for all campaigns
- Lookback window set to be before 30 days for all campaigns
Solution: How can I market with Anonymized Emails?
| Today | Tomorrow |
|---|---|
| Success Metrics based on Open and Clickthrough rates | Success on visits to site, bounce rate after visit, conversions, list growth, lifetime opt-in, |
| Do testing of email deployment based on Open-rate (most opens, subject line A/B testing) | Move to deployment based on GA Unique-Visits to the site by source/medium |
| Resend to Un-Opens | Resend to No Click to Site(match web tracking to campaign) |
| Time-Based targeting | Time-Based clickthrough(match web tracking to campaign) |
| Location-Based Personalization (closest store, targeting on past opens in regions) | More Trigger-Based Personalization (abandoned cart, browse, etc.) |
| Dynamic Image-based Personalization (closest store) | HTML Content-based Personalization (products, favorite store, etc.) |
| Hide email prevents knowing if legitimate address when submitted to remove from lists | Allow customers to self-serve opt-in status and in-store or customer services to assist as well |
| Used anonymous targeting from data shared unknown by customer | Customers to create accounts & login |
| Use data from partners to drive strategy | Use first-party data |
We also suggest changing or adding some additional success metrics:
- Move from OPEN/CTO (click to open) to CTR (click through rate)/CONVERSION
- Add ways for customers to opt-down instead of fully unsubscribing
- Integrate Email Service Provider (ESP) to CRM
Conclusion
In the next coming years it will be exponentially more important for businesses to own their data and have consumer digital privacy policies in place. This is necessary for the business, from not only a feasibility stand point, but also for liability protection. Companies will have to manage opt statuses and consumer data in a way that is safe, transparent and efficient in order to leverage that information in marketing efforts.
- Create First-Party Data Collection Plan
- Create Organic Situations to Collect First-Party Data
- Do not rely on cookie or email tracking
- Give customers Consent Options for Marketing & Other Data Collection