august 13, 2021

Essence of Email Weekly - Navigating data privacy changes

Until now, marketers have relied on cookies to collect third-party data. Cookies have allowed companies to track consumers and gather personalized content. But with consumers becoming increasingly concerned about privacy issues, and how much of their information is publicly available, things are changing.

Apple's privacy update and Google's phasing out of third-party cookies stirred the pot this year and paved the way for fundamental changes in the strategies for eCommerce businesses.

It's natural that marketers and business owners are confused and are looking for a way to set up an appropriate strategy in this new era. Thankfully, Klaviyo has released a guide on how to navigate these new data privacy changes.

Packed with advice from brands like Brand Caffeine, Common Thread Collective, Tinuiti, and Octane AI, the guide offers tips not only on how to navigate the changes, but also on how to "flip the funnel" and build a brand that can outlast any data privacy changes to come.

What's in the guide?

  • What you need to know about the changes in data privacy
  • Tips for acquisition and retention
  • Tips for conversion and optimization
  • Tips for retention and loyalty
  • What flipping the funnel means
As they say, the only way out is through. Marketers need to learn how to continuously adapt to the landscape changes, and that's not always easy. Plus, the changes will allow markets to put customers and their experiences at the forefront of future strategies, which is exactly how it should be.

Read the full guide here.


The rise of mCommerce

Source: Giphy
The shift to mCommerce has been accelerated by the pandemic, but it is not expected to slow down with the "return to normal." Emarketer reports that people are more willing to try mCommerce innovations than they were two years ago.

Facts and stats: US retail mCommerce sales grew by 41.4% in 2020 and will grow another 15.2% in 2021 to reach $359.32 billion. Plus, annual sales are expected to nearly double between now and 2025.

The pandemic has accelerated daily purchases of consumer packaged goods, food delivery, and groceries. AR, 5G, and other one-touch systems like Apple Pay and Google Pay will continue to drive growth. New channels such as social commerce, live shopping, and influencer direct selling are also expected to spur growth.

For retailers, this means they'll have to build relationships with mobile-first platforms: social media companies, Google, Instacart, and influencer platforms where mobile audiences are. At the same time, they need to learn how to build a mobile customer experience that increases engagement.

This report by Yoram Wurmser takes a close look at mCommerce in the US and explains the factors that are driving the growth. If your brand wants to stay relevant and keep up with the changes, we recommend taking a look.


Salesforce launches Salesforce+

Source: Giphy
Salesforce, a customer relationship management tool, has unveiled streaming service-producing content for various industries and businesses, Salesforce+.

The new service includes live experiences, original series, podcasts, and other types of programming that viewers can customize. The current Salesforce+ streaming lineup includes:

  • Leading Through Change: A weekly program on how business leaders are dealing with the pandemic.
  • Connections: Interviews with marketers from companies such as IBM, Levi's, and GoFundMe.
  • The Inflection Point: Coca-Cola, PayPal, Honeywell, and similar CEOs share their personal backstories, professional influences, and values with former Wall Street Journal reporter Monica Langley.
  • Boss Talks: A career advice series hosted by Ebony Beckwith, Chief Philanthropy Officer for Salesforce.
  • Simply Put: A short-form video series on business problems.
"Over the last 18 months, we've had to reimagine how to succeed in the new digital-first world. We reimagined our events, shifting them to all-digital brand experiences and introduced new, relevant, original content," it is stated.

As the global economy shifts online and many brands choose to either continue to work from home or acquire a hybrid approach, sharing professional tips, stories, and problems will be useful for the workforce across the world.

Salesforce+ will be available to a global audience as the company's Dreamforce arrives in September.


Pawesome email barketing

Source: ReallyGoodEmails
Too many brands stick to uniform product imagery and copy when promoting a product without a particular discount. Not many dare to think outside of the box and use fresh marketing strategies!

We often see a plain hero image containing the main product and a generic headline, followed by ordinary copy outlining the specifications of the product. But not this time!

ChilliSleep, a brand that sells sleeping coolers, got super creative with their email… and you can check out the result below.

The cute hero image establishes the tone and conveys a sense of coziness. But it's also cool and fresh, thanks to the hues and tones used throughout. Bonus points for including product images with dogs and client testimonials.

We think this email is totally fur-tastic!

Source: ReallyGoodEmails


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