Do you know those pop-up buttons that come up when you go into a new website asking to track your cookies (third party data)?
Yes, these ones. Boring, but super useful: they are like Big Brother and see everything that you do (if you click accept). Cookie tracking is perfect to get to know users, what they like and their behaviours. 🕵️♀️
Great!! But did you know Firefox and Safari don't allow cookies? And did you know Google plans to do the same by 2024? Users have been fighting for their privacy rights 🤺. But the tendencies show that customers interact more when there's personalisation. So how can you personalise your communication in this cookie-less world?
First let's not panic and let's get to planning! Now that you know what's happening, it's the perfect time to ensure you won't need those dark side cookies. 🍪
Here are a few tips:
- First-party data
Example: social media followers, opt-ins or purchase history;
What this is: information a company collects directly from its customers and owns;
Ideas on how to use: when customers are subscribing to your newsletter ask them which topics they are interested in;
Expected result: customers won't receive the next musical ad when what they really like is rock. - Merge tags
Example: {{ firstname }} , {{ lastname }} or {{ country }} ;
What this is: placeholders/variables to represent contact data stored in the Activity Stream database or in your CSV file (if you uploaded a CSV file);
Ideas on how to use: add them to the email subject like "Hey {{ firstname }}, here are our latest news" (if you're using a CSV file make sure there's a column that corresponds to the tag);
Expected result: customers see their name on the subject and know it was made "just" for them. - Artificial Intelligence
Example: voice assistants, auto-correct or self-driving cars;
What this is: simulation of human intelligence processes by machines, especially computer systems.
Ideas on how to use: Use the smart suggestions on the email builder; *
Expected result: AI will analyse users' behaviour, find patterns, and personalize ad recommendations to target customers' trends.
* Here's a visual guide on how AI works on our email builder:
We're confident you'll thrive with these steps! 💪 Try them out and let us know what you think.