People have never been concerned about their online privacy like they are in 2024 and with laws like GDPR mandating it, permission-based email marketing is no longer nice to have but necessary. Adhering to these regulations requires you to have a deeper understanding of whys and whats of requirements, like adding an unsubscribe link to the footer of your Klaviyo HTML email templates. In this comprehensive guide, you’ll learn how to use permission-based email marketing to your advantage and benefit in a GDPR world.
But it doesn’t need to be a limiting obligation that compromises your email marketing efforts. In this article, we’ll explore how you can use the power of permission to benefit your email campaigns in a GDPR-compliant world.
Let’s begin:
Understanding GDPR and Other Privacy Laws
Implemented in 2018, the General Data Protection Regulation (GDPR) has made a multi-faceted impact on how businesses can handle personal data, including email addresses. And of course, it’s the opposite of what most of them were doing as it mandates that companies obtain explicit consent from individuals before collecting, storing, or processing their information.
For email marketers, it translates to securing clear, affirmative permission from subscribers and providing them with the ability to easily opt out at any time as well as gain control over the data that the business uses. Failure to adhere to GDPR guidelines can result in severe penalties, with fines reaching up to €20 million or 4% of a company’s “global” annual turnover. And the thing is, there are many other privacy laws such as the California Consumer Privacy Act (CCPA), the Canadian Anti-Spam Legislation (CASL), and the CAN-SPAM Act in the United States that impose strict controls on email marketing operations.
Benefits of Permission-based Email Marketing
The answer to these regulations lies in permission-based email marketing- securing explicit consent from subscribers and playing it clean. While you might suffer from the number of subscribers, it will set you up for a higher quality of subscribers who’d be more likely to consume your emails and transact. On the other hand, Internet Service Providers (ISPs) and email clients are more likely to trust and prioritize messages from senders with a proven track record of permission-based practices. (Remember SPF DKIM and DMARC?) This can significantly improve your email deliverability and inbox placement rates. Sounding better?
Also, despite the smaller size of your subscriber list, you will yield higher ROI since your efforts will be directed towards users who have a higher affinity towards your organization and display stronger purchase intent. This forges lasting relationships as you will closely cater to your paying subscribers instead of spending a certain portion of your time and effort on people who weren’t interested in your offerings in the first place.
From purely an email marketer’s perspective, permission-based email marketing helps maintain better email list hygiene and data quality while making compliance with legal requirements a natural outcome, thereby protecting you from costly penalties and reputational damage.
Implementing Permission-based Email Marketing
Here’s the entire permission-based email marketing implementation process broken down into simple steps: In this comprehensive guide you’ll learn how to use permission-based email marketing to your advantage and benefit in a GDPR world.
Obtaining Explicit Consent
It all begins with obtaining “explicit” consent from your subscribers by creating opt-in forms that adhere to best practices. You must ensure that your forms clearly state what users are subscribing to and exactly how their information will be used. Transparency is the keyword here and it should reflect even in the minutest of details, like not using pre-checked boxes, as they can be seen as deceptive and may violate privacy laws.
Do make the consent declaration prominent, easy to understand, and separate from other terms and conditions. You must include a link to your privacy policy explaining how subscriber data will be collected, stored, and processed. And none of these should be word noodles (legal jargon or ambiguous terms)- keep it short and clear.
In fact, I recommend a double opt-in process, where subscribers receive a confirmation email immediately after signing up, asking them to verify their email address. This is helpful in case of privacy lawsuits and ensures you get the highest quality of subscribers who clearly understand what they are getting into.
Managing Subscriber Preferences: Permission-based GDPR Friendly Email Marketing
Once subscribers have opted in, you must enable them to manage their preferences easily. It requires you to create a dedicated, accessible preference center that allows them to update. Or delete their information, adjust email frequency, and select content preferences.
Here’s a nice tip: provide options to opt out of specific types of emails while still maintaining their overall subscription. This not only helps retain some contact with them while also acquiring insights about your less subscribers’ interests and needs.
Handling Unsubscribes and Opt-outs
I would reiterate that you should make the unsubscribes and opt-outs quick and efficient for your subscribers. The entire process should be clear, straightforward, and easily accessible in every email that you send. This is done by including an unsubscribe link in the footer of your emails that is visible and easy to find.
All opt-out requests should be processed swiftly, and you must remove unsubscribed users from your email list within the timeframe specified. By legal requirements (usually within 10 business days). Also, do provide a confirmation message after a user unsubscribes, acknowledging their request and confirming their removal from your list.
Maintaining Accurate Records of Consent Permission-based GDPR Friendly Email Marketing
Once you implement the above processes, it is necessary to start maintaining accurate records of consent. This is because you might be asked to demonstrate compliance with privacy laws and resolve potential disputes. This can be done by implementing systematic documentation of the date, time, and method of opt-in for each subscriber. Including the specific form or campaign through which they subscribed.
Regularly Reviewing and Updating Consent
Lastly, I recommend holding periodic reviews and updating consent records as well as conducting audits when subscribers change their preferences. Or when you introduce new email campaigns. In such scenarios, you should also engage in re-permission campaigns to confirm that your subscribers still want to receive your emails. Particularly inactive or disengaged subscribers.
Adapting Your Email Marketing Strategy
As evident, the impact of GDPR and other privacy-focused laws isn’t limited to how you execute processes. But to how you strategize your email marketing efforts. This will require you to create better-gated content. Deliver exceptional value through your emails, and ensure that your automation workflows are in line with what your subscribers expect. So, based on their privacy choices.
While it does require you to continuously monitor your email metrics and performance. Tracking key indicators such as open rates, click-through rates, and unsubscribe rates. Practically thinking, it is all about approaching your ICPs through ethical means. Securing double opt-ins, staying true to their preferred communication frequency and content requirements. In addition, maintaining list hygiene through data-driven decisions.
To put everything we discussed into action, you must ensure appropriate settings for GDPR features in your email marketing platform and Consent Management Platforms (CMPs) regarding collecting and managing subscriber consent using permission-based GDPR friendly email marketing.
You may also leverage Customer Data Platforms (CDPs) to centralize subscriber data management. You can also use email verification and list cleaning services to maintain high-quality lists. Lastly, focus on integrating standard operating procedures (SOPs) for compliance. Covering data collection, consent management, content creation. Moreover, performance monitoring into your email marketing strategy.
Future of Email Marketing in a Privacy-Focused World
No doubt email marketing will evolve as a more privacy-focused marketing channel. But in order to benefit from this shift, you’ll need to change your mindset. Instead of chasing subscriber count and focusing on automation workflows, you’ll need to set aside more time for strategizing.
Emerging trends and technologies, such as artificial intelligence and machine learning. So, will help you in the other, more repetitive areas so that you can deliver relevant, engaging content while respecting subscribers’ data and preferences.
Ultimately, being a fast mover when it comes to GDPR mandates will help build trust and foster long-term relationships. Make sure you tell your subscribers about your efforts to prioritize transparency, consent, and value-driven communication. To ensure that you build a sustainable and mutually beneficial ecosystem that thrives amidst privacy challenges.
The post How to Use Permission-based Email Marketing to Your Advantage in a GDPR world appeared first on Visualmodo.
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