The cookieless world of digital advertising will soon be upon us. In order to face the challenges, publishers need to find ways to collect more first-party data and gain a better understanding of their web visitors. Here are four strategies that publishers can use to encourage users to share their information. 

Offer more transparency

Over the past several years, users have become increasingly protective of their personal data: a 2019 study by the Pew Research Center found 79% of Americans were concerned about how companies use the data that they collect. In addition, regulations such as GDPR and the CCPA have made it simpler for individuals to block data collection and prevent companies from selling their data.

One way publishers could incentivize users to provide their emails would be to offer readers more power and control over their data, as well as heightened transparency into its use, after they sign in. By actively involving the individual in the value exchange, publishers have the opportunity to prove their commitment to providing a positive user experience, while helping to restore trust at a time consumer goodwill has been sorely tested. 

Utilize a paywall

In the early days of the internet, publishers thought nothing of offering their content for free. Now, as print and advertising revenues are squeezed, publishers can no longer afford to take such a laissez-faire attitude. 

Publishers can utilize paywalls in several ways. They can institute a “hard” paywall, in which all content can only be accessed by paying subscribers (The Wall Street Journal), or opt for a “soft” paywall, which either allows people to access some content without registering but requires a login once people reach their quota of free articles, or allows free content access in exchange for their email. 

Publishers must determine the best way they can demonstrate value to readers, and use what they know about user behavior to decide which paywall would encourage people to register. 

Offer a newsletter

The only way publishers can expect people to offer their emails is if they supply something in exchange. However, not everyone cares about privacy, and even those that do may not see the ability to control their data as enough of an incentive to share their personal information. Also, implementing a soft paywall may simply cause users to stay away until they can once again access free content. 

Conversely, a newsletter helps publishers on the first-party data front in several ways. First, it allows them to identify individuals interested in specific content. Second, it allows them to collect their emails. Third, publishers can use the sign-up process to learn more about what each individual user is interested in, which enables them to provide personalized experiences that encourage engagement. 

Newsletters have experienced explosive growth in the past few months and can be valuable revenue generators. 

Provide discounts via email

Who doesn’t love a discount? Offering users a discount in exchange for their emails is relatively common, but it remains a valuable way to gather information and persuade casual browsers to become full-time subscribers. 

Consumers redeemed $47 billion worth of digital coupons in 2017, and it’s estimated that over half spend several hours per week scouring the internet for the best deals. Discounts might well be the best way to win undecided customers over.