The General Data Protection Regulation (GDPR) was passed in 2016, as an attempt to enable internet users to further monitor use of their personal data. The deadline for compliancy is 25th of May 2018 – and while all the details haven’t been worked out yet, below is the information we do know, and how that could impact your business’ email campaigns.

What Happens If You Don’t Comply With GDPR?

If you’re found to be seriously breaching the new law past the 25th May 2018, you could be fined up to €20 million or 4% of your organisation’s global turnover.

Opt In, Not Opt Out

We’re all used to the unsubscribe link at the bottom of unsolicited marketing communications, which prompts users to opt out if they choose and implies consent from those who don’t.. However, under the new GDPR the required practice will instead be ‘opt in’ – deliberate consent and action from your entire email list.

How Will This Affect You?

The selling and buying of email lists will drop dramatically – the people on those lists haven’t consented to being sent emails from you. That’s the point of lists.

Perhaps there’ll be a way to get around this – lists of email addresses from people who have opted in? Let me know how you think people will try and get around it!

Obviously, the number of subscribers to each email campaign will also dwindle thanks to the GDPR, as even getting people who want to read your content to subscribe to your newsletter is difficult.

What Can You Do?

Obviously email is a huge portion of many brands’ marketing strategies, and can’t simply be switched off because it’s become difficult to deal with. In that case, we simply have to try harder. Push sign-ups to your newsletter in different ways.

Obviously social media can help, but a really great example of pushing your email campaigns is on your site or blog through pop-ups or widgets. These users are already interested in what you have to say and may actually find an email newsletter helpful, rather than simply another thing to delete in the morning.

Who said the GDPR is all bad, hey?

In fact,  as scary as this sounds it could be a blessing. For a start, as a consumer your life is made a hell of a lot easier.

And as a brand? Your conversion and click through rates on your email marketing could even go up, as your audience cares about your marketing. Your unsubscribe and bounce rates should definitely go down. So, while this may start as a small pool of subscribers, they’re all worth more than they were pre GDPR.

Of course, Britain is set to leave the EU in a couple of years anyway – so if you’re really struggling, just hold out til then.

Title image source here.