In the frantic lead up to the implementation of GDPR the key focus for most businesses was to email everyone in your mailing lists an ‘opt-in’ email before the 25th May 2018 deadline. But what happens now? At the very best you probably got about 20% of your contacts actively opting in and becoming GDPR compliant.
Even though your mailing lists may have been almost obliterated, the new rules of consent brought in place by GDPR actually means you should now end up with a database of contacts who actually want to receive your emails and will engage with you so this opens up a whole new opportunity to grow, nurture and convert from your lists.
What are the new rules of consent?
The GDPR has a high standard for consent which has impacted the way businesses can receive consent.
The GDPR is clear that an indication of consent must involve the person actively opting-in. The use of pre-ticked opt-in boxes are no longer allowed.
Be specific about what type of content the person is opting-in for. Provide options where appropriate.
You must keep clear records to demonstrate consent.
The GDPR gives a specific right to withdraw consent. You need to tell people about their right to withdraw, and offer them easy ways to withdraw consent at any time.
Growing Your Lists
5 tips to ensure your mailing list is always steadily growing with relevant and interested recipients:
1. Optimise your website for on-line newsletter / information sign up.
Give site visitors the option to sign up to your newsletter or other information by using a pop up box. Be careful not to have the pop up box appear immediately. Research has proven that this can put subscribers off. Have a subscription box on each page of your site.
2. Add a sign up button to your email signature
Make the most of your transactional emails and ensure all employees have this in their email signature. This can be a very cost effective way to grow our list.
3. Social Media Promotion
Social media is a great way to promote your content to current followers with the hope it is engaging enough for people to share. Posting your website, blog posts and events is a great starting point. You can also give sneak peeks of emails you’ll be sending out to encourage followers to sign up. Make sure you include a sign up button or link in your social media posts as well as highlighting the benefits of being a subscriber.
4. Create content not to be missed
Creating content which is relevant, interesting and helpful to your target audience is a huge incentive for people to subscribe to your mailing list. Keeping the content varied ensures your subscribers remain engaged with your company. Content can be industry insights and news, company updates, events and advice or even special offers and promotions.
5. Target your content
The introduction of the GDPR consent rules and giving subscribers the option to choose the content they would like to receive helps segment your lists and then create relevant content for each segment. You can also leverage buyer persona strategies and create highly personalised content for your audiences.This also means they are less likely to unsubscribe since they are receiving emails on topics of interest to them. You can also segment based on geographical location, type of customer etc.
Following these steps can help you to build targeted mailing lists of people who want to receive your emails and will engage with you and in time convert to become customers. Remember that email marketing remains to be one of the most effective forms of marketing and GDPR makes this more so than ever if you use it the right way.
Please note the 5 tips above are only some ways to help you grow your list. There's many other approaches, tactics and strategies to grow your marketing database and business. We haven't covered in this blog social medial ads, SEO and how messenger / chatbots are providing ways to market, grow and target your audiences...more on that in another blog!
Regardless of how and what you do, it's vital to ensure you have great marketing content and try to leverage digital marketing strategies and automation to help you scale, streamline and evolve your business sales and marketing activities.
If you would like to get access to exclusive digital marketing insights to help grow your business then subscribe to our thought leadership news and watch out for valuable insight.