Apple did it last fall, Google announced that its following suit for Android (But in 2 years, so there’s still time to understand the full effects of it all. Whew!).
Mail Privacy Protection (MPP) has been a big issue and it’s becoming bigger, which signals to marketers that we MUST engage audiences in new ways to gather reliable data and make better decisions.
57% of marketers admit that MPP has negatively impacted their team’s ability to capture customer data. (Read more)
For example, with email marketing we no longer heavily look at open rates as a leading indicator of engagement. We have to use data from multiple sources to be able to more accurate decisions.
Maybe it’s looking at reply rates, click-to-open rates (CTO), downloads and improving your Internet Service Provider (ISP) delivery (such as, periodic and automated reengagement campaigns towards "inactives" or letting them go - clean up your email list; or having emails prioritized to inbox or folders rather than being sent to SPAM).
We have to get creative on the tactics and content for data collection.
Whether doing this yourself or using third-party apps that will help you manage the data, there is extra work to be done.
Email marketing and ad data are significantly affected by these privacy changes. You can't use the some of the same data as before because it is now deemed unreliable.
And marketers have been scrambling since Apple changed its privacy terms. Users now have the option to limit their data sent to third-parties.
If data is limited, leaders can’t make proper decisions.
Ultimately, don't be afraid to ASK for data straight from the source (1st party). Take the time to get to know your audience and as these privacy changes continue, encourage leadership teams to be patient and encourage marketing teams to think about others ways to obtain and analyze customer data in the age of increasing privacy.
What are some ways that you have changed how you collect customer data?
Let's talk about it!