How Health and Wellness brands can achieve advertising personalization after the third-party cookie

The health and wellness market is a $1.5 trillion industry with a projected annual growth of 5 to 10 percent. Growing consumer interest in the market presents a tremendous opportunity for health and wellness brands and signals an increasingly crowded and competitive market. To stake their claim, health and wellness brands must be strategic in their advertising and marketing approach, which will only become increasingly challenging with the deprecation of the third-party cookie – unless, of course, health and wellness brands know where to look.

First-party data will be a critical component to driving impactful advertising campaigns in the wake of the third-party cookies’ deprecation. When paired with email newsletters and the right identity solutions, this data can unlock new opportunities for health and wellness brands to reach their audiences and forge authentic and meaningful connections that drive engagement and revenue, even in light of the cookiepocalypse.

Let’s take a closer look.

Why Health and Wellness brands should look to email newsletters

If you’re new to the concept of email newsletter advertising, you may be asking yourself, “Email newsletters? Can I advertise on those? What is the ad experience even like in email newsletters?”

The answers to these questions: Yes. Yes. And, pretty awesome.

Nik Sharma, CEO of Sharma Brands (and growth marketing guru), recently joined our Real Time Banter video series. He chatted growth strategy with us and even shared his insights on why the email newsletter is an unparalleled advertising channel. In the words of Warner Wolf, Let’s go to the videotape!

So, with email newsletters, you get:

Less noise. Unlike social platforms, you don’t have to worry about cutting through the noise with email newsletters. It’s already a far less cluttered environment that enables you to capture audience attention more easily.

Personalization. Newsletter subscribers opt-in to newsletters, so their interest in the content and topics is already built into the medium. This helps ensure you’re reaching relevant audiences and can help you curate and tailor your ad messaging accordingly.

Engaged audiences. People read newsletters because they want to engage with content. They’re already in the “lean-more mindset” that will drive them to take action, especially if the content speaks to their specific interests and needs.

How Health and Wellness brands can leverage their first-party data

Health and Wellness brands have come a long way from Jazzercise VHS tapes. Today’s brands offer highly sophisticated products and have amassed a wealth of data. This first-party data can be activated and optimized to drive highly targeted and personalized advertising campaigns.

When it comes to addressing the pesky issue of crumbling cookies and personalization, email newsletters have got you covered. Email newsletters do not rely on third-party cookies for advertising — they’re an inherently logged-in, cookieless environment that leverages the hashed email to reach audiences. So, third-party cookies and their demise are a non-factor. RIP.

Here’s how to bring email newsletters and first-party data together to deliver personalized advertising campaigns.

Create Audience Segments

Dive into your first-party CRM data and create segments that will help you deliver personalized messages and experiences in email newsletters. Audience segments can help you get the most juice out of your squeeze. Below are some audience segments to consider:

Highly engaged or high-value customers: These customers are your north star. They’re the audiences that bring in revenue. Use these audience profiles to create Lookalike Audiences and drive incremental reach, engaging prospective customers with a higher likelihood of purchasing your products.

“Window” shoppers: These are website or app visitors who are just browsing. Target and re-engage these audiences who have expressed interest to move them further down the funnel. This can come in the form of “first-time shopper” discounts or offers.

Inactive or lapsed customers: Don’t miss out on potential revenue from inactive or lapsed customers. Target and re-engage these audiences with personalized messaging that will drive action. This can come in the form of discounts or special offers.

Retarget website visitors

With LiveIntent’s LiveConnect tags and Dynamic Audiences, you can track and retarget audiences that have visited your website or mobile app and expressed specific behaviors that may imply interest or intent. This is a critical tactic in growing your first-party data footprint — a vital step to ensuring business growth and success in a world without third-party cookies.

For instance, with LiveConnect tags, you can identify and track those audiences who visited specific products or pages but didn’t make a purchase, or those who filled up their cart on your mobile app but bounced before completing their purchase. With Dynamic Audiences, you can take those visitors or shoppers and create segments based on their actions to then retarget them with personalized messaging in email newsletters or across the web — even without third-party cookies.

With LiveIntent’s Audience Manager, you can quickly and easily create Dynamic Audiences to deliver relevant ad experiences that meet customers or shoppers where they are in their customer journey. But remember, creative and messaging is just as critical to your campaign success as audience targeting

Say you’re a fitness brand with a fitness app. A fitness enthusiast signs up for the free trial of your app. You wouldn’t want to serve them an ad to encourage them to sign up for a free trial, right? That would be a waste of resources and can damage your brand and customer relationship. Instead, lean on your first-party data to not only reach the right audience but to glean insights that can help inform what your audiences want and creative messaging to drive business results.

Want to learn more about how you can leverage your first-party data today and in a cookies future? Check out our Advertiser Solutions page.