How many re-subscription requests did you receive in your email inbox this past month?
Email marketing under GDPR essentially means that, as an email marketer, you need to collect freely given, specific, informed and unambiguous consent (Article 32).
In simple terms, you need to get explicit permission from your EU email database to email them after the 25th of May 2018.
AMEinfo’s inbox has been flooded with re-subscription emails, and many others who have received similar emails have already voiced their concerns about how ridiculous these emails are.
Companies are using various ways to keep you in their database with one company, called Weatherspoon, deleting their whole email database in fear that they might be penalized.
How to keep marketing through email?
Even though the European regulation changes the marketing landscape, it is still possible to do email marketing. To help accomplish your email marketing objectives, we have elaborated this GDPR checklist of measures for your reference:
1– Take an audit of your current database.
- Do you know geographically where your contacts are?
- Do you capture an audit trail of consent?
2 – Know your contacts and how you acquired them.
- Did you follow a double opt-in practice?
- Do you keep track of where and when your contact’ information is coming from?
- How did they end up in your database?
- Do you have enough information on permission and source to hold up in court if needed?
3 – Review and disclose your data practices.
- Do you ask for consent at the point of collecting the data?
4 – Look at your upcoming initiatives to ensure compliance now.
- All new initiatives should take into consideration compliance, so you don’t have to go back to adjust your processes retroactively.
But what are the top 5 things companies are doing to keep you on their list?
It could be argued that this approach creates an awkward situation to opt-out, as users must be somewhat engaged with Money Supermarket emails, but it is the recipients that are not involved with these emails that are most likely to want to opt out.
I’m not arguing here that Money Supermarket has taken the wrong approach – the brand’s marketers may well be confident that they already comply with the GDPR and are merely taking the opportunity to reconnect with their database and increase their awareness about their contact preferences. Such activity is a good idea.
The subject line for its re-subscription email is “We care about your data,” which is a bit ambiguous.
Once you open the email, however, there’s a lovely clear message and a yes button.
But there’s one issue there and that is consenting to market is incentivized with entry into a competition to win two tickets to an event.
Does this perhaps confuse the opt-in slightly?
Is it unambiguous when the recipient may be more interested in winning than receiving marketing?
The competition should be open to all, whether they opt in or not, and that should be clear in the email.
Not an email in sight, but a nice footer featured in The Guardian’s articles viewed by logged-in readers is the company’s best bet.
There’s not much to say about this, other than the contrasting colors highlight the critical message and button to continue. There’s also a link to find out more.
Imperial Enterprise Lab
This one is a little different and its something that not a lot of people will notice.
“First up, has anyone told you how good you look today?”
“I have never received an email with such a fantastic compliment” was my first thought.
“Of course, no,” was my next thought.
And lastly, “No one has told me that, and since you are so lovely telling me this, I’ll certainly re-subscribe to your email database, and we can continue to be BFFs!”