You’ve probably heard the phrase “privacy-first” recently and although marketers do like their jargon, this is actually a really important term for any business. It’s a phrase that immediately sounds safe and reassuring…which is exactly how customers want to feel when you have their data. What does privacy-first email marketing mean and why is it key for your brand?
Privacy-first email is about just that, marketing in a way that has respecting your audience’s data at its core and being transparent about using that data.
Let’s look at how this has got more important than ever.
Privacy at the Centre
Changes in data protection laws and customer expectations have influenced the ways that businesses view data. As a customer, you’re probably far more savvy than you were a few years ago about the wide range of ways that your data can be used and is valuable to a business. With data breaches in the news, it shows the vulnerability around our data so customers are now a lot more selective about who can and can’t have their data.
Data collection used to be far more cloak and dagger with covert tracking methods, but with strongest data protections and trust building, businesses are now more upfront and intentional about asking for data.
Privacy-first email marketing responds to this shift.
Less Data, But Better Data
Privacy-first doesn’t necessarily mean you sacrifice insight into your audience. It’s actually about having better insight and being more selective about data and sources.
Instead of collecting every kid of customer data from any source, privacy-first focuses on collecting data people have consented to sharing. It’s better-quality data, such as an email sign-up that allows a better relationship to build and more insight gained.
This data has been provided by a customer, so it’s usually more accurate, lead to more engagement and more valuable.
Consent Is Not a Box-Ticking Exercise
True privacy-first marketing goes beyond adding a checkbox, there needs to be clear assurances to customers:
- What people are signing up for
- How often they’ll hear from you
- What value they’ll receive in return
If customers know why they’re seeing your email in their inbox and have a vested interest in your products and services, they’re more likely to engage with your content.
Rethinking Measurement and Success
Privacy-first email means that there doesn’t need to be as much focus on open rates either, because you’re not fighting for engagement with people that don’t know about you. You can look at more meaningful metrics like:
- Click-through rate
- Replies
- Conversions
- Long-term customer relationships
A brand can focus on better content rather than clever tracking tricks. Emails aren’t designed just to trigger an open, but about providing genuine value.
Building Trust as a Competitive Advantage
People receive so many emails that being from a trusted brand can make a big difference. An email from a brand you’ve got a relationship with can help brands build on this further.
Privacy-first email marketing values attention and data.
What This Means for Small and Medium Businesses
Privacy-first email marketing gives a good opportunity for brands to build a closer relationship with customers, especially as a smaller business. Maintaining trust and giving value can go a long way.
Get in touch with us here at DOWO to make your marketing watertight and privacy-first.