Has GDPR changed Email Marketing?

Business practicalities60 days after GDPR’s D-day, it’s the right time to ask to whether it has affected email marketing. The answer is mainly positive.

In the last 2 months spammers have continued to spam, but email traffic from businesses hastily trying to beat the deadline has decreased substantially!

Consent is essential in any relationship

Sadly some organisations are still hanging on to a big pile of email addresses  built up over the years that they can’t bear to delete. This is a missed opportunity. Email lists should always be carefully monitored and culled as necessary.

Email is just one form of business communication and works best when there is a relationship. These relationships come in many different types from past client, active referrer, current client, prospect and suspect. They can be circular, but should definitely be based upon active consent. Consider how much stronger is a smaller database of names, who consenting to be contacted.

Email Marketing Tools Make Compliance Easier

GDPR forces organisations to think about their processes and interactions with others to balance everyone’s needs and stop stupidity. Any good email marketing system has the following attributes:

  •  Easy and intuitive to use by anybody. The more complicated a system, the more likely it is unused or short-cuts taken. GDPR does not stop email marketing as following its rules is good marketing sense.
  • Able to segment lists. The best email is the one that appears at just the right time for your needs. Proper lists segmentation ensures that the recipient has choice. This choice and consent is noted. Grouping is a process that ensures recipients only receive what they requested.
  • Target marketing. Email recipients are at different parts of the sales funnel. This moves from the need for information to the point where ‘I’m ready to discuss a sale’ and onwards to sale and post-sale. Make sure your content is responsive to need and GDPR does not dilute the effectiveness of consent-based target marketing.
  • Auto-responders. Most people accept some automation of the sales and marketing process. The best example is the double opt-in combined with the welcome, which reassures the user they have signed up and confirms how they unsubscribe. The key is to use it sensitively and appropriately. This is also cultural with some nationalities and business being more accepting of a more automated service. GDPR makes you think.
  • Re-targeting non-openers. Just because you send an email, it doesn’t mean that the recipient will open it. Being able to go back to non-openers of emails they have consented to receive, is permitted. Equally important is to analyse the data as persistent non-opening can be the trigger to reaching out another way to confirm that your emails are still required.

GDPR is Good for Business

GDPR has pushed the balance back to active rather than lazy email marketing. In many ways it echoes the way that Constant Contact  was developed. Constant Contact has always insisted on its use being consent-based and puts an emphasis on active management of the relationships. That is why at its core is a basic CRM system focused on the individual. With GDPR, Constant Contact has increased its integration with other business software to minimise the gaps through which non-compliance could slip.

To find out more about how Constant Contact might help your organisation effectively manage relationships through email marketing in the post-GDPR world, please email Aimed Business. We’ll help set you up in a free trial and guide you through the issues.