Cookies die in 2024,
long live email marketing
The End of Tracking Cookies: How Email and SMS Marketing Will be the Only Solution to Know and Target Your Customers
Revised on January 2, 2023
8.1K Views
Overview
As a marketer, I've always been fascinated by the power of tracking cookies. These tiny little files have allowed us to track and target customers with incredible precision. However, as we approach the end of 2023, the days of tracking cookies are numbered. This is a big change for the industry and it's important for businesses to understand and adapt to the new marketing landscape. In this article, I will be discussing the demise of tracking cookies, the rise of email and SMS marketing, the benefits of these marketing strategies and the importance of implementing them in your business.
Chapter 1: The demise of tracking cookies
You see, privacy concerns have been growing for years, and the industry has been under increasing pressure to find a more privacy-friendly solution. As a result, major browsers like Safari and Firefox have already begun blocking third-party cookies by default. And, in January 2022, Google announced plans to phase out support for third-party cookies in Chrome within the next two years. This means that by the end of 2023, the use of tracking cookies will be greatly limited, and marketers will have to find a new way to track and target customers.
This change is not only a result of privacy concerns, but also due to the fact that third-party cookies are becoming less and less effective. Ad-blockers and browser privacy settings are making it harder for businesses to reach their customers through tracking cookies. Additionally, a study by the Interactive Advertising Bureau (IAB) found that only 14% of users actually click on third-party cookies. This shows that businesses relying on cookies are not reaching the majority of their target audience. The end of tracking cookies is a big change for the industry, and it's important for businesses to understand and adapt to the new marketing landscape. This means finding new ways to reach and engage customers that do not rely on cookies.
"a study by the Interactive Advertising Bureau (IAB) found that only 14% of users actually click on third-party cookies. This shows that businesses relying on cookies are not reaching the majority of their target audience.."
More knowledge
As the world becomes more connected and technology continues to evolve, data privacy has become a critical issue for businesses of all sizes. As the amount of data being collected and stored continues to grow, it's important to understand the upcoming changes to data privacy laws and regulations, and how they will affect your business.
As a restaurant owner or manager, you know that keeping customers coming back is key to your success. One powerful way to achieve this is through SMS and email marketing. In this article, I'll share six unique ways you can use SMS and email marketing to increase revenue and engagement at your restaurant.
Chapter 2: The bright future of email and SMS marketing
So, what's the solution? It's simple: Email and SMS marketing.
Email marketing has been around for decades and has proven to be an incredibly effective way to reach and engage customers. In fact, a study by the Direct Marketing Association found that email marketing has an ROI of 4400%. That's an incredible return on investment. Additionally, a study by Campaign Monitor found that email marketing has an average open rate of 24.79% and an average click-through rate of 3.57%. These numbers show that email marketing is still a powerful tool for businesses to reach and engage their customers.
SMS marketing is also on the rise. According to a study by the Mobile Marketing Association, SMS open rates are as high as 98%, and 90% of texts are read within the first three minutes of being received. That's a level of engagement that's hard to beat. Additionally, a study by Epsilon found that SMS marketing has an average open rate of 98% and an average click-through rate of 45%. These numbers show that SMS marketing is an incredibly effective way for businesses to reach and engage their customers.
Chapter 3: The benefits of email and SMS marketing
But, you might be thinking, "How can I track and target customers if I can't use cookies?"
The answer is simple: Email and SMS marketing allow you to build a direct relationship with your customers. When someone opts-in to receive emails or texts from your business, they're giving you their direct contact information. This means you can send them personalized messages, track their engagement, and even segment your list to target specific groups of customers.
Additionally, email and SMS marketing are not dependent on the use of a specific browser. So, even if a customer switches from Chrome to Safari, you'll still be able to reach them. This provides a level of customer reach and engagement that is not possible with cookies. Another benefit of email and SMS marketing is that it allows businesses to have more control over the customer journey. With cookies, businesses are at the mercy of the customer's browsing habits. But with email and SMS marketing, businesses can control the message and the timing of the message, allowing them to guide the customer through the sales funnel.
Additionally, with email and SMS marketing, businesses can track engagement and customer behavior in a way that is not possible with cookies. By tracking opens, clicks, and conversions, businesses can gain valuable insights into what their customers are interested in and tailor their messaging accordingly.
"Additionally, a study by Epsilon found that SMS marketing has an average open rate of 98% and an average click-through rate of 45%. These numbers show that SMS marketing is an incredibly effective way for businesses to reach and engage their customers."
Chapter 4: Why email and SMS marketing will reign king
As we approach the end of tracking cookies, it's more important than ever for businesses to have a strong email and SMS marketing strategy in place. Not only will it allow you to continue reaching and engaging your customers, but it will also give you a competitive advantage over businesses that are still relying on cookies.
Email and SMS marketing are not just a replacement for cookies, they are a way to take your customer engagement to the next level. By building a direct relationship with your customers and having more control over the customer journey, businesses can achieve a level of customer reach and engagement that is not possible with cookies.
In conculsion
the end of tracking cookies may seem daunting, but it's also an opportunity. By focusing on email and SMS marketing, businesses can build a direct relationship with their customers, track engagement, and continue to grow their business. So, if you haven't already, now is the time to invest in email and SMS marketing services, and make sure you're ready to adapt to the new marketing landscape.
Because trust me, the future belongs to those who can adapt.
Share this post
Hire my SMS/Email marketing skills to tap into the highly profitable technology of segmentation customer journeys.