Ask the Experts: Email & Google Phasing Out Third-Party Cookies

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For the new year, Webbula is launching a video series where we sit down with email industry experts to discuss various topics within the email marketing world. 

Each month, Webbula will introduce a new line up of email experts with a new topic. Thank you to every email expert who participated in this video series to provide advice to other email marketers. 

Past Question:

March: "How Has Email Changed Since Covid? What Should We Prepare For In 2021? Watch here. 

 

Email is still the universal identifier that transcends all channels and is a way to authenticate traffic and solve problems. Email engagement is still on the rise and not on a decline.

DougEgeth_thirdpartycookies

 

Douglas Egeth

Chief Operations Officer, Webbula 

   

 

 

It means that we should be more reliant on first party data and getting it in order to delight our subscribers.

BetsyGrondy_thirdpartycookies#5

 

Betsy Grondy

Senior Email Marketing Manager, Email on Acid

   twitter

 

Email is even more important, and it is the last channel where you can reach people with targeted messaging.  

The cookie world is experiencing backlash due to privacy issues because people don't want their data shared with other advertisers. 

 

JeanneJennings_thirdpartycookies#5_1

 

Jeanne Jennings

Founder, Email Optimization Shop. General Manager, Only Influencers, Chair, Email Innovations Summit

   twitter

 

 

Email will become more integrated and then become more reliable and necessary.

It will allow for true personalization because it will make email more important to gather first party data on customers.


KathPayP_thirdpartycookies#5

 

Kath Pay 

Founder & CEO Holistic Email Marketing

   twitter

 

 

It doesn’t impact email much at all. People who collect email addresses via third-party activity would’ve seen deliverability challenges anyways.

DelaQuist_thirdpartycookies#5

 

Dela Quist

Founder & CIO Alchemy Worx & Touchstone Intelligence Marketing

   twitter

 

 

It poses a lot of discussion on what impact it will have on tracking. As an industry we will realize there is a desire to not be tracked and this is an opportunity to be more transparent.

JennaTiffany_thirdpartycookies#5

 

Jenna Tiffany 

Founder & Strategy Directory, Let's Talk Strategy 

   twitter

 

If you enjoyed this post, be sure to look for future posts in this video series by signing up for our weekly newsletter!

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March: "How do You Think Email Has Changed Since Covid? What Should Marketers Prepare for in 2021?" Watch here. 
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May: "What is the most valued but underrated tactic in email marketing?" Watch here. 
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June: Gmail: Promotional Tab vs. Primary Tab: Is one more important? Watch it here. 

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July: If you could only use two email metrics which two would you use and why? Watch here. 

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