GDPR, or General Data Protection Regulation, is one of the hottest topics in marketing right now, and with good reason! The implementation of GDPR will see users have more control over their online data than ever before, and companies that engage in any marketing activity need to be very careful, both up until the deadline and after the deadline itself! GDPR marketing consent is one of the most important issues email marketers are currently facing. I am predominately an email marketer, so this article is going to give you some best practices and useful tips you can use when it comes to both obtaining GDPR marketing consent, and email marketing once GDPR has kicked in!
Obtaining GDPR Marketing Consent
One of the biggest concerns for email marketers is obtaining GDPR marketing consent as this could be one of the biggest killers to email marketing! Some companies have already sent out GDPR friendly consent campaigns and reported that their email lists contain 90% fewer people than they did before! This is partly down to the fact that the way they gained those subscribers was not GDPR friendly, but it is also down to the fact that their emails have been perceived as spam by previous subscribers.
I know, personally, that if I think a company has been spamming me with emails since I was added to their list, I am not going to re-subscribe ready to be bombarded again once GDPR has passed on the 25th of May.
All of this means that not only is it imperative for email marketers to gain GDPR marketing consent before the deadline, but it is also imperative that people know what they are getting with a subscription to your list, and that it is not spam!
Since it is going to be extremely hard for companies to identify whether their existing email list is General Data Protection Regulation compliant, the only way to become compliant is to send out a GDPR subscription campaign and hope that the majority of your list subscribers! If you are a regular reader of the MotoCMS blog, then I am sure this isn’t going to be an issue for you as your emails will be both subscriber-friendly and easy to read!
What’s Next After the General Data Protection Regulation?
So, you’ve run your GDPR subscription campaign and have been left with 200 people subscribed to the list. You might think your career as an email marketer is over, or you might think that obtaining GDPR marketing consent has killed off email marketing for your client or employer for good, but don’t fret!
The reality is that this gives you the foundations to go on and become more successful with your email marketing than ever before! If you have a list of 200 people, and 10 of them convert to sales, that’s a 5% conversion rate! If you had 2,000 people on your email list and 10 of them converted, that’s a 0.1% conversion rate! You can then also look at spending more of your time gaining subscriptions from people that are almost ready to buy, not bulk adding email addresses that are more than likely going to unsubscribe.
You will probably find that the General Data Protection Regulation was one of the best things that happen to you as an email marketer. Gaining GDPR marketing consent was only the first step, now it’s time to kick on and improve the sales process with your email marketing.
Why GDPR Should be a Positive Step
We’ve already covered gaining GDPR marketing consent, as well as how the General Data Protection Regulation is going to change email marketing for the better, but we haven’t covered why it should be a positive thing.
All marketers, especially email marketers, are working towards a common goal of increasing sales and brand awareness for whoever they are working for, and the GDPR is going to do that, but you must look at it creatively. Whilst it is true that some of your lists will not re-subscribe, and that some customers may request their data to be deleted from your records, but the quality of readers that you end up with you have gone through obtaining GDPR marketing consent will be well worth it! GDPR should be seen as an opportunity to learn how GDPR and marketing can go hand in hand when trying to increase sales through email campaigns.
Ryan Jones is an email marketer and digital marketing executive for Imaginaire Digital, one of the Midland’s leading digital marketing companies. One of his big interests currently is learning how GDPR and marketing go together and how it can be used as an advantage to marketing!
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