With evolving privacy regulations limiting third-party cookies, brands are shifting towards contextual and behavioral targeting to enhance email personalization strategies in a cookieless environment.
Contextual targeting is about aligning content with a user’s current environment rather than relying on past behavior or personal data, thus ensuring respect for user privacy.
As 30% of brands are increasing email marketing spend, utilizing first-party data is crucial for developing personalized email campaigns that resonate more effectively with the audience.
Behavioral targeting offers a more customized approach by leveraging first-party data derived from prior user interactions to deliver tailored content that meets subscribers' specific interests.
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