Google’s expansion of its Local Service

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As a result of Apple’s iOS15 privacy features, open rates are likely heading to the great analytics dashboard in the sky, but the word-of-mouth power of email will remain long after its trackability has eroded. Search provides better purchase intent, but the top-of-mind awareness and referral potential from email is unmatched. Makes other channels more effective Gathering customer email addresses is essential for other critical forms of local business marketing already — you need an email address to ask for a review, build lookalike audiences, and make customer intelligence solutions or predictive analytics most effective.


The impending (though delayed) death of the third-party cookie means first-party albania phone number database opt-in emails will increase dramatically in value. Actually offering something of value, whether that’s a discount code, loyalty program, whitepaper, or newsletter subscription, increases the odds of earning that email address for all of those purposes. Last best option? Frankly, the number of organic digital channels available to small businesses is shrinking. With each passing year, social media becomes more pay-to-play, and Ad program is now nationwide in the United States and continues to add new verticals seemingly every quarter.


Now is the time to start building an email program as these monetization pressures intensify. Why agencies should offer email Your customers know it works. Local businesses might be more aware of email’s potency than some of the agencies that are serving them. Email consistently rates among the top three marketing channels in industry surveys — CampaignMonitor, TheManifest, and CallRail among others. (The CallRail study is a trove of market research for agencies, by the way.