On the 25th of May GDPR came into effect across Europe and brought worries for many businesses. A key issue is the potential threat it poses to email marketing. To address that issue, lets take a quick look over the state of email marketing before the new regulations came into place.
Before the introduction of GDPR many companies were focused on sending out huge volumes of emails, counting on volume alone to hit the right audience. This method requires vast amounts of data and messages are often filtered out as spam, even when a potential customer has specifically signed up to the list. While this could lead to new clients the message was often lost in the spam filters of both existing and potential customers. With these new regulations in place it’s much harder to gather the data required for this kind of ‘spray and pray’ method. While this isn’t ideal for business used to doing this sort of marketing, it is great for the consumer. But, with the right approach, GDPR compliance can be a win-win for both consumers and businesses.
Although regulations controlling how data can be shared and sold are being tightened, it’s important to understand that this isn’t the end of email marking. It may actually be a very good thing. Consumers are becoming aware of the value of their data and how it can be used. So, before handing their data to businesses, many consumers are starting to find ways to benefit from doing so.
What does this mean for business? It doesn’t mean email marketing is a thing of the past, but it will have to change. Some business may choose to ignore the new regulations, or at least adhere to it by its loosest definition, meaning the old style mass email blasts will likely continue (At least until we start to see companies punished for it). Companies that do comply, however, will start to send targeted emails to a more a specific customer base.
It’s important to understand that there will be much greater value in customer data as businesses will have had to work slightly harder for the customer to share it with them. It’s going to become more important to build enough customer interest to attain their consent to gather their data. The bonus of this will be email lists with very high conversion potential.
But how can you increase the number of site visitors to consent to receive these emails? Under GDPR you cannot send marketing emails to customers without explicit consent; this means that if you have an account system on your site you still need to collect explicit permission from the user before sending promotional emails. The best way to get improve your email marking in a post GDPR world is by selling users on the benefits of it. This could be hard to do without a modern, responsive and interactive website.
By keeping your website up to date and looking great, you can expect more people to sign up to your mailing lists, getting the high quality and compliant leads you need to continue to run successful email marketing campaigns.