intelligent

IN THIS NEW WORLD OF INCREASED

PERSONALISATION , MARKETERS

MUST CREATE A STRATEGY

BUILT ON TRUST AND A TRUE

EXCHANGE OF VALUE FOR THEIR

CUSTOMERS .

Start measuring the metrics that matter the most . Start shifting focus towards Bottom of the Funnel ( BoFu ) metrics that are closely aligned with conversions or revenues . These include click rates , unsubscribe rates or revenue per subscriber . Emphasis on conversion metrics will also help brands ( and senders ) understand individual user activity – behavioural and channel interaction will help to enrich customer profiles and ultimately how effective your email marketing is .

Run conversion-driven A / B tests . It ’ s critical to test subject lines when optimising for clicks and conversions and not just for opens . Conversion trumps engagement . A / B testing proves to be an effective datagathering tool for retailers and brands , allowing them to interpret how people behave when they land on a webpage , open an email or respond to a social ad , for instance .

This type of controlled testing and analysis can determine what strategies create high user engagement and what will work best for the brand or retailer .

Create ‘ before ’ open rate benchmarks for Apple users . Compare the open rates you are seeing now vs . those you will see in six months when the depreciation of the update has started to take effect . Testing should take into account parameters such as pre-headers , send time , day of the week , CTAs , etc . Doing this will offer insights into the impact of and difference in engagement on conversion and enable marketers to make informed decisions on how to adapt .

How to succeed in this brave new world of privacy-first marketing

In this new world of increased personalisation , marketers must create a strategy built on trust and a true exchange of value for their customers .

Those brands that do not figure out a strategy to maintain – and even grow – their access to first-party data may have to spend 10 – 20 % more on marketing and sales to generate the same returns .

This may seem like a daunting task , but having the right technology , people and processes in place to support the shift in mindset and embed the changes can help simplify the process . A successful end result will be strong , loyal relationships with customers not only now , but in the future too . Remaining agile and adapting to evolving customer behaviour , industry trends and algorithmic platform changes is an essential part of a marketer ’ s job . It is worth revisiting strategies regularly over the next six months or so , as Apple users gradually update their software and the true impact of the privacy changes become more visible . �