Apple recently implemented an App Tracking Transparency framework that requires publishers to ask permission from users to be tracked. Consumers are now presented with the option to opt-out—and it’s altering marketers’ digital campaign targeting significantly.
Email marketing, on the other hand, has the advantage of being an opt-in channel—and conversion rates from promotional campaigns were way up in 2020, according to data from Omnisend. Marketers can focus on growing email marketing and consider other opt-in channels to communicate with customers, according to a piece in Multichannel Merchant.
Omnisend research indicates that conversion rates for promotional campaigns increased 111 percent year-over-year and automated messages saw a lift of 95 percent. Moreover, additional opt-in channels, such as SMS and web push notifications, also experienced a rise in 2020. SMS messages specifically increased nearly 400 percent and conversion rates were up more than 100 percent. Moreover, as the effectiveness of third-party cookies continues to depreciate, such channels will continue to increase in relevance.
For more on the advantages of using email marketing as an opt-in channel to reach consumers, read on in Multichannel Merchant.