http://businessfilmbooth.com/the-new-rules-for-e-mail-marketing-gdpr/
The new rules for e-mail marketing to make sure you avoid GDPR fines
The GDPR is terrifying. In fact, it’s been keeping us up at night…Luckily, a quick read of the rules and regulations has been putting us back to sleep again!
So, we’ll try to keep this quick. Let’s face it, nobody likes the fact that they need to get compliant, but there’s no escaping it.
WHAT IS THE GDPR?
If you don’t know what the GDPR is, give it a Google to find out more. To cut a long story short, GDPR is the new laws that are coming in from May 2018 that are really going to stir up how you gather and store data. And that’s very annoying!
We’re just focusing on email marketing here so make sure you’re paying attention. Are you paying attention? Hello? Hello? Are you paying attention?
Annoying, right? Well, not as annoying as the 4% fine you might have to pay on your global turnover if you don’t stay compliant. So, here’s how to make sure you do stay compliant. Here are the new rules for email marketing.
1. E-MAIL SIGN UP
You need to make people sign up to your emails – not just spamming them like you’ve potentially been doing. That means double verification for proof.
2. ALERT TO USE
You must tell them what you intend to use their data for and give them a chance to object.
3. STORE THE CONSENT
You must store the consent forms in a safe place, and check your CRM to make sure they are compliant too.
4. OLD EMAILS
Next, your old emails must be brought up to the new standard. HOLD THE PHONE! Say that again!
That means everybody that is on your database now needs to come up to the standard of all the new people on your database. This means, unless you’ve got a few tricks up your sleeve ready, your email list is about to get a lot smaller.
And even those of you that have been good and not spamming for the last however many years are not going to get out of this without some hard work either.
RE-SUBSCRIBE TO AVOID GDPR FINES
So, basically, you’re going to need to get all of your marketing list and get them to re-subscribe to remain compliant. If you want a snapshot of what your new marketing list might look like then have a look at your open rate average and you’ll probably find that’s about it. That is unless you can give them a reason to want to sign up. So, below, there are 5 short videos that will help you deal with your subscriber list.
GDPR is going to have a major impact on the way you do your email marketing – not just the practical side of things but the actual content too. More of that is coming in Part Two next month.
