We will try to summarize the major changes that, together with other minor ones, require a rethinking of the KPIs of digital actions. Of the KPIs themselves, of their interpretation, and of their value for decision-making within the company. The changes we list of albania consumer email are referring to could be grouped into these concepts:
General Data Protection Regulation
Cookie Policy
Analytics
General Data Protection Regulation
Although it has been around for a long time and we are all very aware of it, it is worth remembering that we need the express permission of a contact both to store and process their data and to send them marketing communications via email.
Therefore, and taking into account that most CRM solutions have their cost associated with the number of contacts, having a percentage of contacts in said CRM that we cannot interact with through marketing mailings but that cost us money, is an unprofitable scenario.
The first solution that comes to mind is to delete contacts who do not accept the privacy policy or who unsubscribe from marketing emails. But this is a bad solution for 3 reasons:
It is very likely that among those casualties there are clients.
We waive the possibility of having the traceability of that contact if in the future they do agree to receive marketing emails, which may happen.
If we eliminate all of them, the statistics go out the window and we get "doped" conversion ratios.
Let's see this with an example. We have 100 contacts in the database, about which our CRM offers us the following information in real time:
Conversion rates by traffic sources.
The conversion rate from contact to customer is 10%
The cost of acquiring a customer is €100
Of the 100 contacts, 20 do not agree to receive marketing emails. If we were to delete them, all the above ratios would be recalculated on a total of 80 contacts, which would give false figures.
SOLUTION: The solution to avoid these problems is to hire a CRM that allows us to convert those who do not want to receive emails into "non-marketing" contacts and to keep these contacts in the database without them counting towards the cost. HubSpot , for example, offers this possibility: paying only for marketing contacts while keeping the "non-marketing" contacts in the CRM at no cost.
Cookie Policy
We are obliged to offer any visitor to the website the possibility of accepting, configuring or rejecting cookies.
If you configure them, not accepting marketing and analytics cookies, or reject them completely, for analytical and remarketing tools this visitor does not exist.
What the user does depends largely on how we display the cookie notice. There are websites that appear to invite you to reject cookies. Others where the cookie notice is a small banner at the bottom of the browser window that, if ignored, allows the user to continue browsing. Since they have not accepted cookies, their behavior will not be recorded either. Please note that explicit rejection is reaching very high levels.
SOLUTION: The best solution is to present the cookie notice in the centre of the screen, with an attractive colour for the "accept" button and the links required by law in the text of the notice itself. The level of acceptance is growing exponentially. Even so, we must be vigilant because we have gone from complete ignorance of what cookies are on the part of people in general to a knowledge that generates a certain reluctance to accept them and we cannot foresee how the user will behave in the coming months.
Analytics
Most websites use Google Universal Analytics as their primary measurement and analysis tool. This tool will be permanently replaced in July 2023 by Analytics G4.
