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GDPR Email Marketing

Email still public's preferred marketing channel, even after GDPR


By John McCarthy, Opinion Editor

July 26, 2018 | 3 min read

The public still favours email as the primary marketing channel for brands to contact them, even after all the bad press the platform got during the GDPR implementation, according to research from the DMA.


Consumers reportedly favour email when receiving brand comms / @samuelzeller

In an online survey of 2,016 people from the marketing trade association, 73% said email is their preferred marketing channel, trumping eight other channels including social media, text message, online (ie web banners), face-to-face, messenger apps like Facebook Messenger and phones.

With GDPR coming in earlier this year, brands had to move to ensure they were only communicating with consumers who consent to their data users, in fact 90% of respondents said they are now aware of these new EU data laws.

On how brands should talk to the public, 38% said they prefer clear and concise comms. When gathering a response to a brand communication, 48% said they will Google the website, 41% will memorise the information and 37% will immediately click on a link in the message.

Rachel Aldighieri, managing director of the DMA, said: "It is encouraging to see that GDPR hasn’t had a negative impact on consumer perceptions of email marketing. Evidently, it remains a key way to engage customers when it is used to promote the right opportunities at the right times. Marketers should take note and ensure all their communications use simple, tailored messages."

Earlier this year, on the eve of the GDPR deadline, The Drum investigated some of the worst comms sent and explored whether consumers really favour email.

At the time, GDPR was touted as the measure that will clean up the email ecosystem, judging by these results that may be the case.

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