intelligent

Christopher Baldwin , VP Marketing , Insider

The rise of personalisation

Google ’ s recent decision to remove thirdparty cookies from its Chrome browser means marketers can no longer rely on this data for personalisation , leaving the industry scrambling to find new ways and means to provide personalised customer experiences while ceding to consumers ’ data privacy concerns . reinforces how valuable their custom is to the retailer on a more personal level .

The road ahead

Now is the time for marketers to reevaluate their strategy in order to adapt to these imminent changes and provide their customers with the best experiences .

THE IOS15 UPDATE IS AVAILABLE ACROSS APPLE DEVICES NOW , SO MARKETERS

SHOULD ANALYSE THEIR

EXISTING SUBSCRIBER DATABASES

AND GATHER RELEVANT

INSIGHTS AS SOON AS POSSIBLE .

Contrary to many of the industry conversations happening in relation to iOS15 and privacy , it ’ s not all doom and gloom . These changes represent an opportunity for brands to build an authentic and genuine relationship with customers and a value proposition that entices customers to willingly share their data , knowing they will receive something in return .

By agreeing to share personal data , customers can expect a higher level of service that is aligned more closely to the service they would expect to receive in a physical store . For example , retailers can track what items a customer has viewed and searched for , as well as previous purchase history . If a customer adds an item to their basket but does not complete the sale , or if an item is out of stock , retailers can send a reminder email or notification when the item is back in stock , entice them back with a special offer or discount or suggest alternative items that match the same criteria . These emails not only help to prompt the customer into completing a transaction but

Generate relevant insights and leverage segmentation . The iOS15 update is available across Apple devices now , so marketers should analyse their existing subscriber databases and gather relevant insights as soon as possible .

Segmenting your users in this way will help you to understand just how many of your subscribers are affected by the iOS15 update and therefore enable you to target these users in different ways , such as alternative subject lines to grab attention , discount offerings etc ., in order to maintain a strong level of engagement and experience .

Re-engage dormant Apple users . Craft contextual email campaigns to win back dormant Apple users . With users having an average of 200 emails in their inbox , creating an email that is highly personalised and individually tailored to each user will help re-engage those who may have fallen by the wayside .