Hashed emails and how it helps generate marketing ROI
Data is crucial to all email marketers. Without accurate data, email marketing campaigns can go haywire; in fact, it is literally impossible to even execute a campaign with wrong and incomplete data. The success and ROI of marketing strategies rely on the quality of the data generated. The more a marketer knows about their customers and subscribers on their email lists, the more customized their services become and the higher their engagement rate escalates.
One the best ways to enhance email marketing efforts and increase ROI is through hashed email data.
It is a cryptographic function that codes an email address for privacy. A hashing algorithm is a way to encrypt and transform data, such as email addresses, into hexadecimal strings. This makes an email into an unrecognizable code and it cannot be traced back to the email address. Each email has its own exclusive hexadecimal string that remains reliable, no matter where the email is used as a login.
Email hashing can be utilized to obtain data about a customer’s online buying behavior without marketers acquiring the email addresses.
Since numerous sites require users to sign-in using their email addresses, and because users seldom change their email ids, an email address becomes a digital id.
Hashed emails let marketers to acquire crucial data on their subscribers without compromising on their privacy.
Are hashed emails better than cookies?
Like cookies, hashed emails can also be used to track consumer buying behavior and other relevant data online. This data can further be used to serve up other marketing content, such as banner ads, in the right place and time.
Unlike hashed emails, cookies do not work across several devices. Moreover, cookies can be blocked and aren’t mobile friendly. Emails, on the contrary, are becoming the most credible way of cross-device activity.
In conclusion, this means that a marketer can use email ids already recorded in their databases to get information to target their existing prospects and customers on other platforms they might have logged in with that address, such as social media and online display, through the email hashing technique