This year at our annual Integrated Marketing Summit, I taught a workshop discussing the ways retailers should incorporate segmentation to boost topline sales and increase bottom-line profits. Segmentation and relevancy would also help to counteract the continued decline in open and click-through rates as indicated in our annual benchmark report below. As the volume of emails continues to rise year over year, key customer conversions percentages continue to suffer as a result, but revenue continues to climb. The paradox of email marketing is that by adopting a “one-size-fits-all” approach of sending mass emails typically results in a “one-size-fits-none” outcome, despite revenue remaining strong. I would argue that brand engagement (and enjoyment), even though stable, will continue to decline without segmentation and personalization. The average person receives approximately 75 emails each day with competition in the inbox. It’s no longer enough to send emails for the sole purpose of keeping in touch. Click Read More below for additional information.
Lawmakers in California’s senate judiciary committee are expected Tuesday to consider amendments to the state’s new privacy law, including several that could significantly water down the measure.
The law, slated to take effect next year, allows consumers to learn what personal information has been collected about them by companies, have that information deleted, and prevent the sale of that data.
The current measure’s relatively broad definition of “personal information” includes data that could potentially be linked to individuals — such as cookies, persistent identifiers, browsing history and IP addresses. The bill also has an exception for “de-identified” information, which it defines as including data incapable of being linked to a particular customer.
more detail at: https://www.mediapost.com/publications/article/337910/california-considers-amending-new-privacy-law.html