The world without cookies is yet to come. Brands are already beginning to move into the acceptance phase after the grieving process over Google’s decision to remove third-party cookies. The question now is how to move forward? How to survive now that Google is going to delete cookies The answer is to collect your own data through registration forms. In other words … recover a practice that has existed for years but not all brands use correctly: the newsletter . We are upset that companies ask us to subscribe to their sites as soon as we visit them, when in reality they have very little to offer us in return. Why should we give them our data? The newsletters that will really survive and that also will not go to the promotions folders or in the worst case, to the spam folders, will be those that offer the user an exchange of real value. Sites will have to become more sophisticated when requesting data, offering much better content, experiences, or opportunities. There is always a better way to do marketing . Italy Phone Number List Is this the future? No. It is already present … why? Because today, brands, publishers and a good part of the digital ecosystem are trapped in limbo while they wait for Google to decide by removing third-party cookies, as it already pointed out it will soon. That’s right … goodbye to invasive love … goodbye to those ‘clues’ that collect personal information and behavioral data from users on the Internet. Google decided to delete third-party cookies The threat forces you to think more strategically about how publishers and brands should build [their] own audience … without relying on practices like those used today, where you just put some money in and everything is resolved. They should think more about good content marketing and better inspirational marketing .
However, we say that this is present and not future because we cannot wait for Google to finish eliminating cookies … we have to start creating the bases from today! Benchmark in newsletters News sites are a good benchmark for generating newsletters or bulletins with relevant current information. Want an example of how these sites generate products that quickly build subscribers? The Economist case The Economist, one of many news publishers (such as The New York Times and The Washington Post) is launching a newsletter on coronavirus. If you think about it, it’s brutally strategic. It is a topic that has triggered worldwide interest in recent weeks, and if a prestigious media offers professional coverage, subscribers will surely fall in droves. The question you should ask yourself when looking at this is what topic in your niche, that has not yet been covered, could you create content on? For subscription business models, newsletters have been proven to help with subscriber retention, meaning that in your case it can keep your customers close. The Economist , for example, has 1.6 million print and digital subscribers. The Economist. Newsletter vs deleting cookies Since December, the publisher has launched two topic-specific newsletters: on the climate crisis and the US elections, respectively. These join your three other general weekly and daily newsletters. Their newsletters have a 20% higher open rate and twice the CTR, compared to other newsletters. In general, their newsletters have outperformed Twitter in terms of traffic. This is huge if you consider that Twitter is par excellence the news network. Newsletters, in addition to generating a database, can also offer multiple streams of income.
The Financial Times For the Financial Times, which has eight subscriber-only newsletters , in addition to accumulating its own registration data, it monetizes them with native advertising spaces that link to sponsored content on FT.com. According to Jessica Barret, director of programmatic and business automation, newsletters are considered a separate revenue stream from the rest of the other channels. Newsletter readers also tend to be much more engaged with the brand than any other audience. In this regard, the possibilities of contextual advertising in it are enormous. Although having a large number of newsletters is not a viable solution for all brands, Italy Phone List it is a good opportunity when Google finishes removing third-party cookies. While the largest brands will be able to weather the storm, small and medium-sized brands that do not follow such a strategy may find themselves in a bind because they lack the avenues to target their marketing efforts with precision. No matter what size your brand is, having a newsletter for what’s to come is an extraordinary preventive tool. You already have it? Perfect. And if not … hurry up … because you’re already late. A tool to get started And if your question is what tool to use? Let us recommend the one we use to send our newsletter: Doppler . Doppler not only gives you the possibility to create the subscription box on your site or send your newsletters. It has extraordinary options in automated marketing as well as a graphical interface that allows anyone to use it even without having a gram of knowledge in code or programming. And do you want more? It’s free up to your first 500 subscribers.