“Privacy changes aren’t going away in 2022, and this will directly impact how we utilize email KPIs for our programs. Brands will need to pivot from top-funnel KPIs (opens and clicks) to down-funnel KPIs (purchases and conversions) for triggers and automations, and focus more on purchase behaviors for retention efforts. Gathering first-party data will be crucial to maintaining sophisticated email programs.”
2022: Email & Mobile Messaging Predictions
Email + SMS = 2022 Power Couple
—Jane Serra, VP of Marketing at Justuno
—Jane Serra, VP of Marketing at Justuno
—Christine Watson, Director, CRM & Email at Tinuiti
Want more great insights to help inform your 2022 strategy? Be sure to download our upcoming 2022 Email Marketing Guide: Email and Mobile Messaging in the Age of Privacy Concerns and Highly Personalized Expectations—launching later this month!
