Two House Democrats have reintroduced a sweeping privacy bill that would impose broad restrictions on companies' ability to use online data for ad targeting. The 143-page Online Privacy Act, introduced by California Reps. Anna Eshoo and Zoe Lofgren, would require that companies obtain consumers' explicit consent before collecting or drawing on their “personal information” in order to serve them with targeted ads, or to personalize content. The bill authors define personal information broadly enough to cover the type of data typically used for ad targeting. The definition includes de-identified data, as well as data that is reasonably linkable to a device or individual. One of the bill's many provisions would give consumers the right to access, edit and delete data about themselves.
It occurred to me the other day while I was noodling email subject lines (trying to eke out another 1 or 2% increase in open rate) that even if I was successful, it would only lead to a fraction of a percent of click-through improvement. We tend to call email marketing “consumer direct,” but really, it’s “inbox direct.” This is no joke: I have 42,933 unopened emails in my Gmail inbox. Promotional emails have become invisible.
As marketers, we try to get our emails noticed by using emojis in subject lines, or we drive curiosity with verbiage like, “You won’t believe this!” (urgency); “Only hours left!” (exclusivity); “For our best customers” (value); “FREE!!” … and the list goes on and on, like a barker on the midway. Sometimes we get results from barking, but results are more likely due to timing rather than “clever” subject lines.
So, how do we drive consideration (and business) beyond natural demand? read more at: https://www.jschmid.com/blog/100-open-rate-guaranteed/