GDPR is that the current acronym on the lips of everyone at the instant and that we have gotten daily inquiries asking what does it mean when using email marketing?

At BridgeWeb we would like to form the method as easy as possible and have a bit guide to the upcoming changes you'll have to implement by 25th May 2021.

Once you have got all of your policies and procedures in situ and have completed your data audit, you'll work on getting your email marketing databases prepared and GDPR compliant.

What is GDPR?

A little little bit of background info. GDPR stands for General Data Protection Regulation. Still, confused? Don’t worry you're not alone. to place it simply for email marketing, from 25th May you need to be able to prove that the purchasers on your database have given their consent for you to email them.

Just getting consent to use customer data isn’t enough, you want to be able to prove, with data, exactly how your customers signed up for your database and when the consent was given.

If you can not prove that your database contains customer data that you’ve had expressed permission to use, you'll find yourself getting an enormous fine, 20,000,000$ or up to 4% of your global turnover.

GDPR will affect businesses inside and out of doors North America. whether or not you sit outside North America but have a customer base inside, you may still conform to GDPR. Although Brexit is ever-looming, GDPR will still acquire play before the united kingdom leaves North America, so it's something your business will have to implement.

Why does one must become compliant?

The biggest reason to become compliant would be, of course, the financial implications. nobody wants to be hit with an enormous fine. If you're a tiny low to medium size business, the fine could literally put you out of business, all for something as innocent as sending out a news update to your customer base.

It’s not all doom and gloom though. From a marketing point of view, your conversion rates from email marketing could easily increase.

Industry experts predict that databases could reduce by 10-50% in size. How is that this visiting near conversion rates? Well, your customer base is going to be made from relevant customers that want to listen to about your business/product/service. Email marketing isn’t about having a large database and casting an enormous net over everyone, the last word end goal is about getting quality conversions.

In 2014, Canada introduced their version of GDPR and therefore the statistics looked very promising:

Before GDPR:

-10,000 no-opt-in database with a,
-15% open rate (1500 opens) gave a,
-2% CTR (30) during which businesses saw,
-10% conversions (3 in total)

After GDPR:

-2,500 no-opt-in database with a,
-40% open rate (1500 opens) gave a,
-5% CTR (30) within which businesses saw,
-10% conversions (5 total)

So by being GDPR compliant, you'll actually increase your email marketing conversions, whilst also lowering costs, a win-win situation!

Email Databases – Get them compliant!

If you don’t want to lose the aptitude to use email marketing after 25th May you've got some options ahead of you:

-Create a Permission Passing Campaign (we’ll get in this in detail)
-Delete everything and stop sending out emails, “The Wetherspoon strategy”, we actually don’t recommend this
-Ignore GDPR and take your chances, we actually really don’t recommend this

Let’s work on the idea that you just don’t want to delete all of your email databases or want to run the chance of getting a large fine. so as to create sure you're compliant we recommend you implement a Permission Passing Campaign.

What is a Permission Passing Campaign?

In simple terms, “permission passing” is that the process of building your database op-ins. the top goal is to urge your current database to opted-in and recorded. the ultimate database is completely clean, customers will have opted-in and you'll be ready to use this database going forward with no repercussions.

How to founded a Permission Passing Campaign

You can set this up whichever way you wish, but you may send an email to every one of your contacts asking them for permission to use their details for email marketing. once you email your contacts, give your customers a reason to opt-in, don’t just send them a boilerplate email explaining GDPR and provides them a yes/no button, try and personalize the e-mail the maximum amount as possible.

Once you've got an email drafted and therefore the database ready, you'll be able to either create an opt-in section of the e-mail or, looking on your CMS, put a page on your website with a brand new sign on the form that's linked to a brand new GDPR database.

Before you send the e-mail ensure that you just had added an unsubscribe link in order that people can opt-out quickly and simply. Once you have got sent the e-mail, keep an eye fixed out on your open rates and opt-ins, there's nothing else you'll do to influence people now to opt in, but it's good to stay a watch on how well you're doing.

When must you found a Permission Passing Campaign?

The sooner the higher. Between now and will people will see an influx of GDPR emails hitting their inboxes and if they don’t fully understand why they're being asked to opt back in, you may find yourself with emails getting deleted without even being opened.

You have nearly 3 months to induce this sorted, don’t forget the administration of the databases prior and post-distribution, give yourself enough time that you simply get this right because the repercussions can be huge.

GDPR is way over just ensuring your email databases are up thus far and opted-in. The above guide is that the tip of the digital iceberg, ensure your business is fully compliant across all aspects of information protection.

If you would like even more information about GDPR head over to the ICO website.

If you'd wish to discuss any of the above in greater detail why not get up-to-date with our digital marketing team who will happy to assist.