Balancing Relevance vs. Privacy: The State of Data in Email Marketing in 2019
Jessica Best | Director of Data-Driven Marketing, Barkley
In the wake of privacy concerns in the EU and the US, suddenly marketers are faced with the question: What is our customer willing to trade in privacy for this extreme relevance in content, advertising, and product? This session will dive into the latest capabilities in data usage in email marketing – a one-to-one channel where we can use it the most in our content marketing. Plus, we’ll have an open a dialogue about how much data to collect in a world where relevance has become table stakes… but our consumers are crying for privacy.