Implications of GDPR for Email List Building Strategy

It has been half a year to the implementation of GDPR and it has surely transformed the world of marketing and how companies communicated with prospective clients and customers. This privacy law has left many marketers in a fix. 41% of marketers have confessed that they do not understand the best practice and the law around the usage of personal data provided by the consumers.

Personal data is at the heart of marketing and email marketing is not an exception. With the execution of GDPR, growing your email list will become challenging for the marketers.

It is quite possible that you have lost a number of subscribers after May 25th. There could be several reasons for this, as enlisted below.

  1. Running a re-permissioning campaign to EU-specific email addresses or the entire list
  2. Removing the subscribers who had opted in inv oluntarily through prechecked opt-in forms, transactional emails, website or event registrations, or downloads
  3. Pruning your email list by removing the email addresses that were collected by suspicious permission methods

Having said that, here’s what you should remember for your email list building strategy in a post-GDPR world.

  1. Delete all the prechecked forms

Whether it is website-based forms or popups, you should remove all the prechecked forms that are used to collect email addresses. Every transactional email, registration forms, new-account forms, information requests, and download registrations should be verified. GDPR and all other privacy laws allow sending emails as a part of business transaction or information request. However, it is an implied permission and you should not send any marketing emails to these subscribers.

  1. Maintain transparency about collection and use of the personal information

The gist of GDPR lies in the fact that it is not a ‘email-regulation’ law. It governs the privacy of the subscriber’s information. Whenever a user signs up for your emails, send out a welcome email that shares all the information about how the data will be used, the updated privacy policy and other data protection facts.

  1. Highlight the benefits of your emails

Make sure you provide value with your emails and eliminate any sense of apprehension that the subscriber might be having. Do not just promote your products through your email campaigns. Follow the 80-20 rule which means that you should talk about the customer in 80% of the emails and promote your products in 20% of the campaigns.

  1. Inspire the consumers to decide

Rather than forcing consent, let your consumers choose from YES or NO. That will encourage the consumers to make up their mind whether they want to hear from you not, and help you build a quality list.

Wrapping Up

Email marketing is here to stay, and a list is of utmost importance to make it effective. Take a customer-centric approach and you will definitely ace the list building game despite the law of GDPR.

 

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  • Chris Donald

    Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies.