How Email Marketers Have Adapted to Data Protection Laws
5 September 2019 9:36am
Data Privacy legislation such as GDPR and the planned California Consumer Privacy Act (CCPA) have created challenges for email marketers.
Our latest ebook, Email Marketing in a Privacy Conscious World, finds that industry experts are upbeat and think that legislation can help email marketers to raise their game.
We conducted a survey one year on from the introduction of GDPR and found that 76% of marketers had changed the way they ask for customer consent.
One effect has been that marketers now engage with legal teams and experts more than in the past, planning marketing campaigns with this knowledge in mind.
According to Schuh’s Head of Ecommerce Stuart McMillan, "we’re going to do more marketing in some areas than we did historically because of this, which is a touch ironic.”
Email still performs better than most channels. The DMA says that, for every $1 spent on email, it delivers an average ROI of $32.
According to Verity Jennings of Phrasee, data protection laws are more about targeting email marketers using dubious tactics.
“Sending marketing to people who don’t want it has never been a good strategy, so we’ve never done it. If your marketing is good, getting consent shouldn’t be a struggle. Why would any brand want to trick people into becoming subscribers?”
Some marketers have seen benefits after legislation, as a more transparent subscribe process deters less interested email subscribers.
Of the small businesses we asked, 84% reported higher than average engagement levels thanks to data regulations.
Data regulations have driven an increased focus on the customer, and this should help to accelerate what the best marketers are doing – obtaining consent ethically and delivering relevant and effective messages to their subscribers.
To find out more about how email marketers have adapted to data legislation, and how email marketing will develop, download our Email Marketing in a Privacy Conscious World report.