Third-party cookies are going away in 2022. As a result, we need to make sure our first-party data is ready for this change. There are many smart recommendations that my colleagues are making to prepare for that, but I’m here to talk about some very valuable first-party data you already have–your email subscriber data. Here are five things you can do right now to make sure you are getting the most out of your subscriber data:
Email is permission-based first party data
Review your sign up sources and your welcome journeys. Are you asking for explicit permission at all entry points? Are you offering value to your subscribers when they opt-in and are you properly introducing new subscribers to your email program?
Review your profile and preference options
Be sure you have an easily accessible profile center where subscribers can update their personal information as well as the types of content they want to receive from you.
Make sure your subscriber list is accurate and up-to-date
Utilize a list cleaning service on a regular basis to ensure data is clean and that your subscriber list does not contain spam traps or unused email addresses.
Ensure you are tagging email links correctly
Use standardized tracking codes to collect specific email data within your web analytics platform. This will help to build your user profile as well as enable you to attribute conversions correctly.
Regularly review campaign metrics
Email Service Providers (ESP) and services like Litmus provide engagement data, information on device types, geographic information, etc. Review this data regularly to look for segmentation ideas, campaign performance, etc.
Completing the tasks above will give you a solid foundation of first-party data to build upon. In a future article, we will discuss using this data to create personalized journeys for your subscribers.