News that Apple is tightening privacy settings in its email services, along with a new wave of regulations coming under the California Privacy Rights Act (CPRA), has some B2B marketers questioning the future of email in connecting with in-market prospects.
Ray Estevez, True Influence’s Chief Information Officer, says marketers should embrace these changes as a step in the ongoing evolution toward omni-channel strategies and reporting. Email opens, the tracking metric most directly impacted by Apple’s Mail Privacy Protection initiative, is already a low priority for B2B marketers, who should already be focused on what content is driving clicks and first-party engagement. Don’t rely on platform providers like Apple as your main source of behavioral data.
Estevez also encourages B2B marketers to invest in attribution and analytics systems that show how email, programmatic, inbound and Connected TV (CTV) work together to build relationships. Privacy should be viewed as a best practice, he adds, and marketers should view new regulations like California Privacy Right Act (CPRA) as a baseline for building their plan moving forward.
Don’t panic, there’s still plenty of data out there. Apple is only one email client provider, and Big Data analytics can credibly extrapolate open rates and other basic metrics. Still, B2B marketers should take recent privacy measures as further proof that they need to focus on email content that drives clicks, downloads and real engagement. Email, including third-party campaigns, will continue to be essential tools for high-funnel and lift campaigns, but marketers need to collect data based on first-party and explicitly shared “zero party” data, as Estevez calls it.
Adopt an omni-channel philosophy. You need to reach your best prospects where they live, whether it’s in their inbox or on their smart TV. Marketers should adopt omni-channel strategies that include email, programmatic display, CTV, inbound – every possible touchpoint where they can reach their best potential customers. Just as importantly, marketing teams should invest in attribution systems that illustrate how each of these channels move a prospect toward a purchase decision. With this data in hand, you’ll be able to focus resources and prove ROI on your marketing investment.
Privacy is a best practice, so build it into your planning. No one should be surprised that companies like Apple are closing off the data they share with other parties, or that states like California continue to escalate privacy regulations with measures like the California Privacy Rights Act (CPRA). Marketers should take the most restrictive policies in place today as their baseline for planning, since other companies and governments are sure to follow suit. That way you’ll be sure to have required security measures in place and access to the data and analytics needed to fuel your business.
What you will learn from Ray Estevez’s episode?
How Apple’s recent email privacy changes and the CPRA are likely to affect how marketers can measure email response.
Why B2B marketers need to move toward omni-channel strategies that move prospects toward deeply engaged first-party relationships.
How multi-channel attribution and purchase journey modeling is the key to generating revenue and proving ROI for your marketing budget.
“How to Take B2B Sales from Vendorship to Partnership”
CEO and Co-Founder at Accord