The cookie law – how does this affect our clients?
Everyone is talking about the new cookie law, and they should be. The EU e-Privacy Directive came into force on 26 May 2011, but the Information Commissioner’s Office (ICO) gave UK organisations a year’s grace to comply.
How will this affect me?
From 26th May 2012, all UK websites must be compliant which means they must obtain consent from visitors before they can store or retrieve any information on a computer or any other web connected device using cookies.
For those who don’t know, cookies are used by almost all websites, for a variety of purposes:
There is plenty of advice out there on how to comply from many respected professional bodies, so we’ve added some links to them here for you.
How does this affect email marketing?
Within this law, there is no direct mention of email marketing being affected. However, there has been a lot of talk in the email industry about whether open tracking falls under the category of “similar technology” within the law. An article by Skip Fidura on the DMA Email Council blog covers the main arguments, however it clearly states that at the moment, we don’t know if open tracking is covered by this law. He goes on to say that:
“Open tracking uses a one pixel by one pixel clear GIF, which is stored as a temporary file on the user’s computer. This is very different than the cookies used to track individuals online:
So it’s unclear if open tracking is included in the new legislation but there are some best practice tips for making sure your subscriber knows what they are signing up for:
There is however one Adestra product that we know is included, and that’s MessageFocus Conversion Tracking.
MessageFocus Conversion Tracking
Conversion Tracking works by placing a cookie on a recipient’s computer when they visit a page you have tagged as a conversion page. If the recipient revisits and converts within two weeks of their last visit they will be marked as a conversion within MessageFocus, next to the email campaign they came from.
This means if you are an Adestra client and are using Conversion Tracking, you will now need to comply with the new cookie law. We have just released some new functionality to help our clients continue to use and get value from Conversion Tracking. If you would like some more information, please contact your Account Manager on firstname.lastname@example.org
If you do have any further questions on how the cookie law affects you, do get in touch. We’re not lawyers, and are ourselves working to comply as best we can, but we’d be happy to chat.
Thank you to those who joined us for our May webinar on Wednesday. This time we heard from Marta Goral, an Account Manager here at Adestra, who discussed the importance of testing email campaigns as well as the various tactics that can be adopted to do this.
The main points to take away from the webinar are:
4. The best time to test is when a large sample of data is available (minimum 1000) and/or when performance rates for campaigns drop
It’s important not grow complacent with your email marketing efforts and to review your strategy. Implementing a clear set of testing objectives will allow you to identify the most suitable testing tactics to adopt for your email marketing and enable you to tailor your campaigns to the target audience, ultimately improving your results.
If you would like to download the recorded version, click here.
If you would like anymore information on Adestra or testing methodologies for email marketing email us today.
Have you registered for our next webinar yet?
Date: Wed 27 June 2012
Time: 12:30 – 13:00 BST
*Post webinar a recorded version will be sent to all
registrants whether they attended or not
APIs are everywhere and can be used for almost anything when it comes to working with digital and especially email technologies. From time-saving list management integrations to creating 1-1 transactional emails such as order confirmations, this webinar will start from the beginning, talking through what an API is and what it means to a marketer. Andrew will then provide real case study examples of how APIs can be used to save time, save money and improve customer experience without needing extra resource.
What you will learn:
1. What an API is and what it does?
2. How you can use an API to streamline and improve your email activities.
3. Real examples of how Adestra clients have used the MessageFocus API to save time and increase email ROI.
The webinar will be led by Adestra’s Integration Specialist, Andrew Abram:
The digital switchover: have we all become social media converts? Some charitable organisations would argue otherwise. Times are changing and social media is very much becoming flavour of the month with more and more of us switching over to sites like Facebook and Twitter to communicate both socially and commercially.
So how can we pull the focus back around to the inbox again?
One might argue that there are lessons to be learned from today’s charities and in particular their email marketing efforts. According to Sign Up.To’s Email Benchmarking Report, charities on average enjoy almost 4% higher open rates as well as lower than average opt-out rates.
So what are they doing that I’m not? I hear you cry!
The truth is in some cases it might not be anything new, but the difference is that charities are doing it better. To show you how your email campaigns can become box office blockbusters instead of digital waste, we’ll look at three elements which make for successful campaigns.
1. Strategy: don’t be a one hit wonder, communicate a story or journey
Recent studies show that brands with a story are more successful in today’s tough marketplace. Therefore think about the different stages a customer might interact with your brand and plan relevant email communications around those communication points.
2. Get creative: deliver Hollywood to their inboxes
The use of video in email is still unsupported by most email clients however that doesn’t stop you using the principle. Many of our clients opt to use a video image featuring a play button as an alternative.
Apart from flashy images and videos, remember who your audience is. Our client, Action for Children did this when they opted to send three versions of what would have been a dry email campaign and varied the content depending on the target audience. More on how they achieved this can be found on our Campaign of the month blog.
3. Digital relations: email and social media
The time for grappling for a major share of your audience’s digital ambit with only email has passed. Social media sites make it easier for customers to become a true advocate of your brand by sharing, liking and conversing because the need to purchase or donate is often redundant. However email can provide you with a more personal communication tool and can be useful for instigating a dialogue between two parties. Decide your communication objectives and plan from there.
If you intend to increase traffic to your website then your strategy could involve:
So is email really dead? Not at all and quite on the contrary; if anything charity based email marketing has proven that email communications, when done tactfully, creatively and personally can yield positive results. Furthermore, they have demonstrated how utilising more than one digital communication channel can boost an organisation’s marketing efforts and often increase their ROI.