Marketing Evolution defines omnichannel marketing as the integration and cooperation of the various channels organizations use to interact with consumers, with the goal of creating a consistent brand experience, including both physical stores and digital channels (i.e. website, social, email, etc.)
According to the Omnichannel Marketing Automation Statistics Report by Omnisend:
- Marketers using personalized messaging across three or more channels experienced a 90% higher customer retention rate than those using only one channel.
To create more personalized messaging and utilize it effectively cross-channel, you must have a deeper understanding of your audience:
- Who they are,
- What motivates them to buy your product or subscribe to your service,
- What channels they hang out in,
- What devices they use, etc.
In recent years, cookies have been the (flawed) tool available to help marketers gather some of this third-party data. Marketers have based strategic digital marketing decisions on the insights collected by third-party cookies.
The ‘cookiepocalypse’ is just around the corner, and marketers must find more reliable and transparent ways to measure consumer behavior and intent. The hashed email address provides the perfect opportunity for marketers to prepare for the loss of third-party cookies and get an even clearer picture of consumer behavior.
What are Hashed Email Addresses?
Consumer email addresses are encoded for privacy through a process called hashing. A hashing function is a hashing algorithm that encrypts a piece of data, like an email address, into a hexadecimal string. Each email’s unique hexadecimal string remains consistent no matter where the email is used for logging in.
Why Do Hashed Email Addresses Work?
According to The Radicati Group, there are about 2.6 billion email users worldwide. Consumers use email addresses to log in to nearly everything online and use email addresses to complete transactions. And an email address is used cross-device from mobile to desktop devices.
“The email address acts as a passport, secretly keeping a record of everywhere it’s been.” - Why Email is the Unique Customer Identifier for Marketing Campaigns
Hashed Emails and the Identity Graph Empower Marketers to Target Audiences More Effectively
Anonymous online consumer data associated with a hashed email address, like a digital passport, can be combined with known consumer data to create a comprehensive picture of your audience down to the individual. TruAudience states it perfectly: identity resolution matches identifiers across multiple devices and touchpoints and builds a cohesive, omnichannel view of a consumer, enabling brands to deliver relevant messaging across the customer journey.
This is the identity graph. With the identity graph, you can better understand your customer base and target it more precisely.
Hashed Emails and the Identity Graph Protects Consumer Privacy
Data management platforms connect marketers with the best audiences using the identity graph. That means the most relevant individuals are included in your target audience without infringing on anyone’s privacy.
Why is the Hashed Email Address the Key to Unlocking the Future of Omnichannel Marketing?
To sum up, the hashed email address succeeds where cookies haven’t. The hashed email clearly defines who you’re targeting across touchpoints and devices. Cookies have provided individual snapshots of your consumer base, like a handful of puzzle pieces that don’t exactly match or line up.
Hashed email addresses provide the ability to collect all the puzzle pieces and assemble them for you. Marketers aren’t left scratching their heads and making assumptions trying to connect the dots. A clearer picture means better targeting, increased return on investment, and more sales in the coming year.
Where can Marketers Access Third-Party Data Built on Hashed Email Addresses and the Identify Graph?
Melissa McGaughey, Director of Marketing at Webbula
Melissa McGaughey is an SEO Strategist and Inbound Content Marketer with a decade of experience in B2B spaces, including retail, restaurant, manufacturing, and payments. With a background in Agile Scrum methodology, developing processes and systems to streamline workflows, enhance productivity, and drive ROI is her jam.