GDPR – as regulation designed to strengthen data protection efforts and enhance the individual rights and freedoms around personal data, digital marketers need to take note. And from all the articles, webinars, whitepapers and updated privacy policies being shared right now, it seems like that’s happening. But are we paying attention because we want to avoid the alarming fines that come along with the risk of not being GDPR compliant, or because we genuinely want to interact with engaged people that really want to hear from us and this is the perfect opportunity to cull down that email list?
Optimistically we say it’s the latter but probably in reality, the former is what keeps us up at night. While there are a ton of POVs (Point of Views in digital agency speak) on how GDPR is applicable to an organization – ranging from being risk-averse to being “flexible” - the real opportunity for marketers comes in what you can do from a tactical perspective to re-engage or re-permission a set of prospects that aren’t so well known to you. The outright benefits from culling down that massive list of 15,000 somewhat unengaged records to 7,500 interested recipients could be improved open rates, increased conversions, and lower production costs. So then, perhaps GDPR isn’t something to freak out over, but maybe to celebrate instead?
So what could you do in light of GDPR approaching that might not only support your compliance activities BUT also move people through a funnel?
Consider running a Re-Engagement Campaign. Your primary message to “re-engage” with your organization shouldn’t be about the mechanics of requiring your consent, but rather the real value of what they’re entitled to as a member. Play up on “FOMO” (fear of missing out) and make sure you focus on why they should be rushing to confirm that they continue to want emails and other related communications from you.
Sounds simple. But it can feel overwhelming. Since according to GDPR, everything we collect is essentially considered personal data, why not take the time to do a quick analysis of the data you’ve collected so far and see if you can answer the following:
So what will the answers to these questions tell you?
If you’re adhering to the best practices of digital marketing, GDPR shouldn’t be alarming. Sure, it’s more work as everyone starts to align, but in the long run, you end up focusing on the candidates that are more likely to convert and contribute to your bottom line.
If you’re interested in talking through how to build and execute on a re-engagement campaign, check out our GDPR Resource page and make an appointment with your Client Success Manager.