63% of Marketers to Use Email Newsletters to Enhance First-Party Data

As marketers look for new ways to collect data amidst the decline of third-party cookies, new research suggests that more of them are looking toward email newsletters.

LiveIntent and Advertiser Perceptions recently conducted a joint survey to determine how marketers are shifting their strategies. Statistics showed that the majority of marketers (63%) intend on growing email lists via newsletters to expand or enhance their first-party data in the near future. Furthermore, nine out of 10 marketers view newsletters as a valuable way to reach, target and personalize communication without third-party data.

Other solutions marketers are leveraging to grow or enhance first-party data include social media (60%), content marketing (53%) and surveys (41%).

Unlocking the Potential of First-Party Marketing Data

Even though many marketers are still finding access to first-party data, previous research indicates that they are still failing to fully unlock its potential.

MightyHive published “The Data-Confident Marketer” report, and statistics showed that fewer than one in 20 marketers believe that they have tapped into more than 80% of their first-party data potential. Most marketers said that they had only leveraged between 21% and 40% of their first-party data potential.

The majority of respondents (56%) stated that they were only “somewhat confident” in their first-party data being able to deliver a strong return-on-investment. About 3% said that they were “not very confident,” while 1% claimed they were “not confident at all.”

“The team at KoMarketing was great at listening to our organization’s needs to ensure they were on the same page with goals and objectives. They provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!”

Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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