If Third-Party Cookies Leave, Email Marketing Will Fill the Gap

Word has it that Google Chrome is saying “no more” to third-party cookies, with plans to phase them out in two years’ time. For many, says CMSWire, this may be the impetus for companies to focus their efforts on two key areas of their digital marketing: first-party data collection, and their subscriber base. Here’s what this could mean for your business, and how email marketing will be the tool you need to make this transition a successful one.

First-Party Data

You may currently rely on ad space on other websites in order to gain indirect insight into your leads’ preferences and develop your buyer personas. But if this third-party data is no longer available, that leaves you with a couple of options: leverage more first-party data (collected from your own website), or partner with ad agencies and publishers that can do this on your behalf.


It should come as no surprise if more efforts are put into boosting subscriber conversions and retaining those who have already engaged. Personalizing your user experience is, after all, a lot easier with direct feedback from your audience. And it always costs less to keep happy repeat customers than it is to prospect for new ones.

Where Email Marketing Comes In

The best way to develop and retain new subscribers is through targeted email marketing. It’s a cost-effective means of providing your leads with valuable content, news updates, and product launches that will generate active interest. Plus, it’s a great way to drive traffic to your website to gather more first-party data about them.

Don’t Forget Outbound Prospecting

Email marketing is great for current clients and those leads who already know who you are. But what about the people who have never heard of you? Outbound prospecting will still be necessary — if not more so — to find and verify your best new leads for your sales pipeline. Its success also hinges on email.

First, develop a database of contacts. Rather than purchase lead lists that are often outdated and pricey, you’re better off utilizing prospecting automation to verify the current email addresses for active leads at the companies you want to target.

Second, send those leads a navigational style of email that asks whether they’re the best people to talk with about new business. Getting them to respond and agree to a phone call will often require a series of follow-up emails and industry-specific content to warm them up to these discussions.

Third, use these calls to qualify your leads, and confirm whether they’re better suited for marketing, sales, or not a fit.

Our Prediction

Email has and continues to be the best means of connecting with new and existing leads. When used appropriately, it’s convenient, customizable, and nonthreatening, allowing you to get past the common gatekeepers at companies, reach decision-makers, and demonstrate the value of your brand. And if third-party cookies really do go away, it’ll be the tool everyone relies on to fill the digital gap. For more advice on using prospecting automation to develop your own database of leads, as well as the best email tactics to keep those leads engaged, click the link below for a free discussion.

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