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.”