First-Party Data and Email Marketing Success

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    Media In The Moment: Episode 4
    First-Party Data and Email Marketing Success

    Using first-party data in your email marketing can increase conversions and build trust with your customers.

    What is first-party data? According to CRM company Hubspot, “first-party data is data your company has collected directly from your audience, whether customer, site visitors, or social media followers.” You can use this data to share content tailored specifically to your customers’ and prospects’ preferences. For example, with email marketing.

    A Conversation with a Direct-to-Consumer Entrepreneur

    Chuck Fetterly interviews Jaffer Ali, president of, a direct-to-consumer e-commerce company. Ali has been in the direct-to-consumer business for 40 years. In 1998, he shifted from primarily using short-form direct-to-consumer TV advertising, to the internet, discovering email marketing as an advantageous form of advertising. Today, his company publishes newsletters with nearly 900,000 opt-in subscribers.

    In this episode, Ali shares what his experience has taught him about first-party data and email marketing:

    First-Party Data with Email Marketing

    We discuss the most important thing all marketers need to know about first-party data and how leveraging this data in your email marketing can build trust with your customers and increase conversions. [07:12]

    Building Email Lists

    One way to build an email list is to identify your website visitors — not just cookie data, but the actual person.  In our conversation, Jaffer explained how he builds his email lists. [12:35] 

    Another way to identify your website visitors and build your email lists is through our UrWebLeads service.  It can help identify prospects after they’ve searched for your company, your products or services. You can schedule a demo with us and see if this service is a good fit for your needs.

    Email Marketing Strategies for Loyal Customers

    Many marketers are justifiably afraid of annoying their customers and want to know how often is too often to send emails. Learn how to find the “sweet spot.” [15:03]

    Marketers will want to listen, whether they’re just getting started or have been using email marketing for years, as we discuss:

    – The Pros and Cons of Using Email Service Providers for Email Marketing [17:03]

    – Email Marketing Compliance and Best Practices [22:59]

    – Exploring Email Marketing Strategies: Open Rates, Content and Conversion Rates [24:21]


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    Online shoppers are looking for convenience, transparency, product availability, and personalized experiences when making purchases. They want a seamless and user-friendly shopping process.

    The pandemic has accelerated the shift to online shopping, with consumers becoming more confident and reliant on e-commerce. It has also heightened the importance of safety measures, such as contactless delivery and secure online transactions.

    Convenience is a key factor for online shoppers. They value easy navigation, streamlined checkout processes, multiple payment options, and access to real-time product information. Retailers need to prioritize convenience to meet customer expectations.

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    Yes, customer reviews and ratings play a significant role in shaping online shoppers' purchasing decisions. Positive reviews and high ratings can instill trust and confidence in a product or brand, while negative reviews can deter potential buyers. Businesses should actively manage and leverage customer reviews to enhance their online reputation.

    Some key trends shaping the future of online shopping include mobile shopping, social commerce, augmented reality (AR) and virtual reality (VR) experiences, voice commerce, and sustainability-focused shopping.


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