Google gives more ad control to users 🤔

Essence of Email Weekly‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌ Essence of Email Weekly Read in Browser Essence of Email Weekly May 20, 2022 Hey there! We’re super excited to announce that we published the latest edition of our Quarterly report last week! The report serves as a spring/summer preparation guide for brands who want to boost their sales and make the most out of their seasonal campaigns. We highly recommend that you give it a read. 😊 In case you missed it, you can download it here. Cheers! DIGITAL MARKETING A win-win Source: Giphy The big picture: At the annual I/O developer conference, Google announced that it is giving users more control over the ads that they are seeing via the new Ad Center , which is expected to be launched by the end of the year. By using this Ad Center, users will be able to like, block, or report any ads across Google Search, Youtube , and the Discover feed in the Google app. They will also be able to do the same within the ad itself. The deets: The Ad Center is designed to be a single place where users will be able to limit any information that is used by marketers for ad personalization. This includes age, relationship status, education, and demographic data. Also, users will easily be able to opt out of any sensitive ad topic, such as gambling, alcohol, dating, weight loss, etc. This will give them total control over the content they see in the ads. Plus, users will now have the ability to follow certain brands and topics and in that way, they will be able to see more ads of their preferred brands and less from others. When it comes to marketers, the biggest change is the transparency feature which is included in the ad controls. The previously known “About this Ad” option is replaced with a feature that tells the user who paid for the ad (using Advertiser Identity Verification) and why they were targeted with it. “Our users have told us loud and clear that what makes them feel better about their ad experience is that they are in control. This product gives users control over the algorithm, and that, we think, represents a fundamental advancement for ads, ” said David Temkin, Google’s Senior Director of Product Management, ahead of the announcement. Why is this a win-win both for marketers and users? This is definitely a big step up for Google when it comes to privacy, and we believe it will be more than appreciated by the users. On the other hand, if we take into account that third-party data is going away, the ability to follow brands and topics will provide critical feedback to marketers about people interested in their products. Also, let’s not forget the transparency feature which will be of great interest to competing marketers. For more deets, make sure to check out this article. ECOMMERCE Amazon’s new move Source: Giphy Zoom in: The eCommerce giant, Amazon, introduced cashback offers in order to boost consumers’ use of Alexa Shopping Lists. In order to get some cashback, users will have to first activate the offer in the app, and then visit a physical grocery store to buy the product. Afterwards, they will need to upload the receipts of the products they bought via the Alexa app. The process of redeeming may take up to a week and the users will get it via an Amazon gift card, which can be used to shop tens of millions of products on Amazon. This new feature gives Amazon a great amount of data regarding their consumers’ shopping habits outside the website itself. By using this data, they will be able to personalize the offers and target other aspects of the platform. Amazon is definitely not the first one to introduce this since apps such as Ibotta, ReceiptPal, and Fetch Rewards already offer coupons in exchange for customers’ data. If you’re interested to find out more, take a look at this article. ECOMMERCE Klarna launched its first social-shopping platform Source: Giphy The big picture: Klarna, the buy-now-pay-later provider, launched a new social-shopping platform which connects online shoppers with retail employees through video chat and live messaging. With this new feature, Klarna is looking to expand its presence beyond her well-known BNPL service. Rewind: In July 2021, Klarna acquired the social shopping platform Hero so this new feature comes out as a result of that acquisition. Hero’s founder, Adam Levene, stated that customers are more likely to make a purchase if they speak with an in-store expert online. This also means that this tool has the potential to reshape the working day of the sales assistants. They would have to dedicate a portion of their time to virtual shopping assistance by sharing videos and photos of the items “We replicate the brick-and-mortar experience of receiving personalized advice from an in-store expert and bring it to the online realm,” said David Sandstrom, Klarna’s Chief Marketing Officer. The virtual shopping feature is going live in 18 markets. In North America: the U.S. and Canada. In Europe: the U.K., Norway, Denmark, France, Poland, Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Italy, and Sweden. It will also be available in Australia and New Zealand. The platform will be rolled out to additional countries later in the year, according to Klarna. EMAIL DESIGN INSPO The smell of tropical summer Source: TheBetterCreative Close your eyes and imagine…. beach, sea, coconuts… imagine all the happiness that summer brings! Or you don’t have to imagine it at all! Just look at Genius Juice’s email above and you will immediately get the feeling of being in Thailand. 🌴☀️ The carefully selected visuals tell the brand’s story in such a splendid way that you simply want to try the product out! 🥥 The design has an excellent eye path and it flows so naturally that it leads you to the brand’s main product effortlessly, with a CTA inviting you to make a purchase. It’s a feast for the eyes and for the mind! Source: TheBetterCreative EMAIL MARKETING SERVICES BOOK A CALL Copyright © 2022 Essence of Email Essence of Email, 26310 Bolton Trails Ln, Katy, Texas 77494, United States Unsubscribe