Resurrecting your email marketing post GDPR

By Charlotte Riley

The arrival of the ominous four-letter acronym no doubt caused many a marketer to break out in a cold sweat - but with the right strategy, GDPR can actually help your email marketing strategy. Data is the most valuable resource on the planet and in a post-GDPR world, your mailing list is one of your most powerful assets. It has never been more important to take email marketing seriously - do it right and it can become your most powerful marketing tool!

But how has email marketing changed post-GDPR?

Well, it's not about sending impersonal emails to never-ending lists of disinterested people. It is about connecting with people who want to engage with you via newsletters. Clients requesting information is usually seen as the very first step in the sales process, and whether you are a small charity looking to fundraise or a large business it is important to get this part right. This is, in many cases, your first real chance to impress.

Consent first

Under GDPR email subscribers need to give explicit consent to be contacted. So, while mailing lists have been slashed, what is left is actually more valuable. Your email lists are now full of people who truly want to hear from you. That old saying that quality trumps quantity has never been more apt!

GDPR is all about consent and asking for consent actually offers up a golden opportunity to implement some targeted marketing. Asking clients what they want to hear about allows you to target them more effectively. But, before you can do this, you will need to decide what you are actually going to be sending once they subscribe.

When less is more

An up-to-date database allows you to think strategically about when to email. If it has been a year since they signed up looking for an annual product, perhaps they are looking to purchase it again. It seems obvious, but without clever automation and a thought-out strategy, it is easy for valuable opportunities to fall through the cracks.

Real goodbyes

There is one reason to focus on e-mail marketing post-GDPR that towers above all others. Once a client unsubscribes, that is it. You can no longer contact them. Clogging up inboxes with irrelevant or uninspiring content is a dangerous game, and one that is likely to get you ‘unsubscribed’.

Make your content relevant

Content should be a joy to read. It should be something subscribers are happy to see land in their busy inbox. It also needs to look good. And, most importantly, it needs to be relevant. Unless people actually engage with your content, all that effort will be wasted. This means properly written content and nicely designed newsletters are non-negotiable.

Save time with automation

Email automation allows you to eliminate repetitive tasks and get one with the important stuff. We can help you create and set up a strategy that automates different customer journeys, from the moment your users sign up to your newsletter to the purchase stage. We’ll help you stay connected with your audience when it really matters.

It has been proven time and time again that e-mail marketing is one of the most effective ways to generate business. Ignoring it just does not make sense – and this has become even more important post-GDPR.

If you are not actually sure what your strategy should be or how to make the most of your email marketing then Creative Blend’s experienced team can help. From reviewing your current campaigns to training you and your team, get in touch with Creative Blend for a free consultation.

Creative Blend is a digital agency with an ethical twist. They specialise in web design and development, email marketing, SEO, content strategy and social media marketing. Committed to supporting local charities in our community, they run a free digital support scheme for local charities every year. For more information please visit www.creative-blend.co.uk 

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