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Watch Recording

Apr 29, 2021 10:55 AM - Apr 30, 2022 11:50 AM(America/Chicago)
20210429T1055 20210429T1150 America/Chicago Cookies are Crumbling: It's Batter Up for Email

The acquisition ecosystem is in a crisis and the advertising industrial complex is coming to an end. The shortcomings brands have when it comes to email and retention will no longer be solved by throwing money toward ads to keep re-acquiring customers over and over again. Retention is about to take its rightful place in making a meaningful impact on the way brands market to their customers.

What's causing this seismic shift? Both legal and technological privacy changes have expedited the shift towards proprietary, first-party data to track the behavior of customers and prospects. The recent deprecation of IDFA and cookies going away in 2022 means the value of the email address is going up exponentially. How can email fill the void? As privacy standards change there are far fewer ways to identify customers and their behavior. As of now, the only standing identifier will be the email address.

In this session presented by Chelsea McClure, Director of Engagement Marketing at Redbubble and April Mullen, Director of Brand and Content Marketing at SparkPost will show you what's changing and how we need to shift our thinking and our budgets toward email to overcome the challenges before us.

Midwest Digital Marketing Conference info@bestmarketingconference.com

The acquisition ecosystem is in a crisis and the advertising industrial complex is coming to an end. The shortcomings brands have when it comes to email and retention will no longer be solved by throwing money toward ads to keep re-acquiring customers over and over again. Retention is about to take its rightful place in making a meaningful impact on the way brands market to their customers.


What's causing this seismic shift? Both legal and technological privacy changes have expedited the shift towards proprietary, first-party data to track the behavior of customers and prospects. The recent deprecation of IDFA and cookies going away in 2022 means the value of the email address is going up exponentially. How can email fill the void? As privacy standards change there are far fewer ways to identify customers and their behavior. As of now, the only standing identifier will be the email address.


In this session presented by Chelsea McClure, Director of Engagement Marketing at Redbubble and April Mullen, Director of Brand and Content Marketing at SparkPost will show you what's changing and how we need to shift our thinking and our budgets toward email to overcome the challenges before us.

Director of Brand and Content Marketing
,
SparkPost
Director of Engagement Marketing
,
Redbubble
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