Many people saw May 25th – GDPR day – as a deadline to get their ducks in a row for the new regulation. However, rather than seeing it as a cutoff date, or a box-ticking exercise, GDPR should be seen as a new opportunity to really get the most out of your email marketing.
As highlighted by our Head of Email Marketing, the definition of consent has changed, meaning you should now end up with a list of people who actually want to receive your emails. So how can you take this opportunity, to grow, nurture and convert from your lists?
A number of our clients got rid of old, disengaged data, which may not have been in line with the new definition of consent. On the whole, we saw engagement boosted as these brands were now sending to their most engaged subscribers. While list sizes were smaller, opens and conversion rates went up, and often revenue stayed around the same. What does this mean? Getting rid of those disengaged subscribers didn’t really impact the revenue made – the same people who opened emails and made purchases pre-GDPR, were doing so post-GDPR. This will be great for improved deliverability in the longer term – so win/win!
Whether or not brands got rid of any historic /disengaged subscribers, growing the list is bound to be on everyone’s agenda post-GDPR. Even if your list size didn’t change, your sign up processes probably will have in line with the new definition of consent. Here are our top tips to ensure your list growth remains on track:
Capture preferences on your subscribers, and use all of the data you hold on them, to make your emails much more relevant and engaging. Here are our top tips to get the most from your list:
For more information on getting the most out of your email marketing, get in touch with our team today on 01642 988416.
Remember, for all electronic communications including email, the Privacy and Communications Regulations (PECR) sit alongside the Data Protection Act and the GDPR – they give people specific rights and there are rules on email marketing. Find out more here.