Introduction
The General Data Protection Regulation (GDPR), coming into force in May 2018, is a collection of rules designed to safeguard the personal data and privacy of European Union (EU) citizens. The GDPR applies to any company that handles the personal data of EU residents, irrespective of the company’s location.
At first glance, it may seem that the GDPR would have a negative impact on email marketing, as it imposes strict requirements on how organizations can collect, store, and use personal data. However, in this paper, we will argue that the GDPR has actually saved email marketing by increasing trust and engagement between companies and their customers.
Increased Trust:
Prior to the GDPR, email marketers could easily purchase lists containing thousands of potential leads and start blasting them with promotional content. This often resulted in angry recipients marking these messages as spam, negatively impacting email deliverability rates, and eroding consumer trust. With the GDPR mandating explicit (opt-in) consent for email communication, this outdated practice has come to an end.
As a result, those businesses that have taken GDPR law seriously have seen a significant increase in the reliability and engagement of their email marketing campaigns. The reason for this is twofold: first, individuals who have explicitly opted-in to receive promotional material tend to be genuinely interested in the brand and its offerings; second, these individuals are more likely to view the brand in a positive light due to the transparent and respectful approach taken in obtaining their consent.
a. Transparency and Building Stronger Relationships
The GDPR has prompted businesses to reassess and enhance their data transparency. Companies must now:
Explain to individuals exactly what personal data they are collecting and why
Describe with whom (if anyone) the data is being shared
Outline how long their data will be stored
Provide a simple mechanism for individuals to revoke consent and have their data removed from the business’s records
By clearly communicating this crucial information and granting individuals control over their own data, companies taking GDPR compliance seriously have elevated their relationships with customers and partners. This newfound level of transparency has also allowed trust to flourish, in turn, allowing businesses to enjoy additional benefits associated with more effective email marketing and customer retention.
Improved Engagement:
Another way that the GDPR has saved email marketing is by improving engagement between companies and their customers. Because companies are now required to obtain explicit consent from individuals before adding them to their email lists, the individuals who do choose to receive emails are more likely to be engaged and interested in the company’s products or services.
This has led to an overall improvement in engagement rates for email marketing campaigns. Companies are seeing higher open and click-through rates, as well as lower unsubscribe rates. This is because the individuals who are receiving the emails have explicitly opted in to receive them and are therefore more likely to be interested in the content.
The GDPR has also encouraged companies to be more thoughtful about the content they send out in their email marketing campaigns. Companies are now more likely to create targeted and relevant emails based on the preferences and behaviors of their subscribers. This has led to a better user experience for subscribers and improved engagement rates for companies.
Better Targeting:
Another key way that the GDPR has saved email marketing is by improving targeting. Because companies are now required to obtain explicit consent from individuals, they have a better understanding of who their customers are and what they are interested in. This allows companies to more effectively target their email marketing campaigns to the right individuals, which can lead to higher engagement and conversion rates.
For example, companies can now segment their email lists based on individuals’ interests and preferences, and then tailor their emails accordingly. This can lead to more relevant and personalized emails, which are more likely to be opened and acted upon. Additionally, the GDPR requires companies to provide individuals with the ability to access, rectify, and erase their personal data. This allows companies to keep their email lists up-to-date and accurate, which can also improve targeting and engagement.
Conclusion
While the GDPR may have initially been seen as a threat to email marketing, it has ultimately saved the practice by increasing trust and engagement between companies and their customers. By requiring explicit consent and improving targeting, the GDPR has helped companies to build more meaningful and productive relationships with their customers.
As a result, email marketing has become more effective and efficient, allowing companies to reach the right individuals with the right message at the right time. Moving forward, it is essential for companies to continue to comply with the GDPR and other data protection regulations in order to maintain the trust and engagement of their customers.
