How Will GDPR Impact Your Email Marketing Strategy?
You hear that sound? That’s the sound of marketers everywhere throwing their laptops against the wall because of the European Union’s new privacy laws that went into effect on May 25th. While it’s true that these laws will have an impact on marketing tactics, it doesn’t signify the end of email marketing. In some instances, these new email verification laws can prove to be beneficial to marketers.
What is GDPR?
The General Data Protection Regulation is the European Union’s new privacy law aimed at protecting its citizens’ privacy amidst the rise in data breaches at major corporations and fraudulent activity by marketers. If you market to citizens of any of the 28 member states that make up the EU, then you must be prepared to abide by this law.
Anyone who sends marketing emails of any sort to members of the EU must abide by these new email verification rules. This isn’t a recommendation. It is a law that, if not followed, can land you in serious trouble.
With email marketing being the biggest concern for marketers, here are the changes that will have the greatest impact. Most of these changes are inconveniences and may impact the number of subscribers on your list, but they shouldn’t be too difficult to implement.
E-Commerce Customers Must Opt-in
Moving forward, in order for a citizen of the EU to end up on your mailing list, he must voluntarily opt-in to join your list. This does away with being able to automatically add someone to your mailing list who makes a purchase from your website. You can send emails specific to the purchase such as a receipt, but not for anything else. Email verification is required at all times.
No Pre-Checked Boxes
Do you run an e-commerce store with pre-checked boxes for customers to opt-in to newsletters and marketing on your checkout pages? Under GDPR, those pre-checked boxes are no longer allowed. Instead, the customer must be presented with an empty box that he can select if he wants to receive marketing emails from you.
Adding Contacts to List
Keeping with the theme of email verification, a person must give you direct permission to be added to your contact list even if he signed for another service with you before. For example, if a customer signs up to receive your free eBook, that’s the end of your relationship unless he agrees to sign up to receive communications from you via email.
Your Current List
The new laws apply to your existing subscribers as well. Now would be a good time to send them a note to obtain their consent for receiving future communications.
Marketers must advise customers exactly how they intend to use their data. For example, when a customer visits your website, he must be made aware of how his purchase activity will be tracked and for what purpose.
The email verification procedures under the GDPR privacy laws may seem like a roadblock to some. To others, it can be a great opportunity to sift out who don’t want to hear from you in the first place, increase your email open rates, and improve your engagement numbers.Read the other articles