<\/span>\u00a0Strategic Considerations \u2013 what marketers should do<\/span><\/h2>\nIf you\u2019re adapting your email\u2011marketing programme in a privacy\u2011first era, here are key actions:<\/p>\n
\n- Review your KPIs<\/strong>: Move away from making major decisions based on open rates alone. Use clicks, conversions, revenue per recipient, replies, etc.<\/li>\n
- Strengthen consent and preferences<\/strong>: Ensure your opt\u2011in flows are clear and transparent. Offer preference centres for subscribers to choose what they receive and how often.<\/li>\n
- Focus on zero\u2011\/first\u2011party data<\/strong>: Encourage subscribers to share preferences, interests, behaviour (via surveys, quizzes, preference tools) so you can personalise without relying on invasive tracking.<\/li>\n
- Segment & automate thoughtfully<\/strong>: Use behavioural signals you can<\/em> trust (clicks, conversions) to drive segmentation and automation rather than triggers based on opens or inferred location.<\/li>\n
- Keep deliverability strong<\/strong>: Authenticate your sending domain, maintain list hygiene, segment out inactive users, monitor inbox placement rather than just send metrics.<\/li>\n
- Privacy as trust signal<\/strong>: Make data usage transparent in your email footer or sign\u2011up flows. Let users know why you are collecting data, how you will use it, and how they can manage it. This builds brand trust.<\/li>\n
- Fallback for privacy\u2011friendly clients<\/strong>: Understand that some email clients will limit what you can track (Apple Mail, etc.). Ensure your strategy allows for partial visibility and alternative metrics.<\/li>\n
- Cross\u2011channel attribution matters<\/strong>: Because email tracking may be less precise, link your email data with CRM, web analytics, post\u2011click behaviour so you can understand the full journey.<\/li>\n
- Continuous measurement and adaptation<\/strong>: Track how your metrics shift over time and adapt: if clicks are down, test new content, send times, audience segments. Recognise that \u201cwhat you measured\u201d may need to change.<\/li>\n<\/ul>\n
\n