Like most of you, I’ve recently been seriously feeling the love from every mailing list I’ve ever signed up to.
“We’re going to miss you!”
“Please don’t let this be the end.”
“It’s been great knowing you.”
A couple of years ago, I bet these brands had no idea they’d be writing their own Dear John response to people, but here we are. The GDPR, which came into effect on the 25th May, compels companies to obtain explicit permission from users to use their information, which is why we’ve received so many frantic mailers asking for us to opt-in and remain on these valuable contact lists. No permission means they need to hit delete on your details or face a considerable fine up to a maximum of 4% of a company’s global revenue.
There’s been a lot of articles offering information, advice and warnings for businesses surrounding the GDPR, but what happens afterwards? There are companies who may have depended on email marketing as a revenue stream that are now facing depleted lists and a more challenging environment in which to capture data in the future.
So, what does post-GDPR marketing look like? Are there any positives we can take from it? Absolutely! Here are just some of them:
A clean slate
Scary, but exciting. Companies reliant on user data now need to have a serious rethink of their marketing strategies. It requires a back-to-basics approach, looking at all of the available channels that can be used to connect with people and exploring innovative ways in which to do so.
Barely a week goes by without news of a massive data breach or cyber attack hitting the headlines, and it’s having a detrimental effect on brand trust. The GDPR has forced businesses to become more open and transparent in all communication with their audience, which will help to start restoring that all-important public confidence.
Better quality contacts
Marketing lists might get considerably smaller, but businesses can be confident that those who have decided to opt-in are genuinely interested in what they have to offer. As a result, these people will be much more open to campaigns and be easier to nurture.
Marketing gets the spotlight!
GDPR is a data issue, and the responsibility of ensuring compliance has fallen at the feet of the marketing department. This has given marketers the opportunity to step-up to the challenge and lead in developing a culture of privacy throughout their organisation, which will not only highlight the critical role that marketing plays but goes a long way in increasing the overall credibility of the department. It’s your time to shine, so perhaps an excellent opportunity to put forward some of those innovative ideas for sign-off (or request a bigger budget!).
It’s early days, but we can certainly expect to see things start to change as companies implement new marketing and communication strategies. Hopefully, they will embrace the GDPR as a chance to turn over a new leaf and explore some new and exciting ways of reaching out to their audience. We’ll be watching!