Are you a marketer doing business in an EU country or holding data on EU-resident? Still not compliant with GDPR laws? Time for fundamental shifts in your email marketing strategy!
And here’s what you should start from:
- Your Compliance
Even though GDPR came in effect months ago and the deadline for complying was May 25, not all the email programs got fully compliant or compliant at all. Start acting now by identifying areas of noncompliance and formulating a project plan to fix the issues before they lead to hefty fines.
Get all the ground work done:
- Review your signup forms
- Keep all your landing pages, and email databases up to GDPR standards
- Keep GDPR requirements on top of mind each time you start a new email marketing project
- Your Acquisition Tactics
Say goodbye to the tactics that were helping you grow lists but no longer meet GDPR requirements. These may be automatically opting in subscribers who download whitepapers and other content, adding people to your newsletter list who entered a contest, and similar tactics. Instead you’d rather use organic or paid social media to grow your email lists, or add email opt-in boxes to your website forms.
- Your Subscribers
According to SmartSender Analytics, once you fully comply with GDPR, your list growth will most likely slow down. This means that retaining your existing subscribers will be more actual than ever.
- Keep your subscribers engaged
- Provide a preference center as an alternative to unsubscribing
- Make your subscribers want to stay with more personalized and useful content.
GDPR does require fundamental changes in email marketing management. But there’s a number of benefits as well, such as the full audit of all the data you have. This will enable you to minimize the data you collect and hold, better organize storages and refine data management processes.