Email marketing post GDPR – where do we go from here?

With May 25th well and truly behind us, it’s time to emerge from the GDPR deadline haze. But many within the industry are confused about the best way to get their email marketing back in action, and it seems there are differing opinions on the best way to approach email marketing going forward.

At Pimble we’ve been watching both the approach companies are choosing to take when engaging with their customers, and how effective those communications are.

We’ve noticed that one thing is certain – there’s no right way or wrong way. What works for some, may not work for others. It’s simply about finding the right way for you, your business and your brand.

With GDPR changing the way we gain consent from individuals, the main aim is to encourage a positive opt-in. But if you don’t get that all important opt-in – don’t view it as a failure. We have always seen GDPR as a positive change. The chance for businesses to cleanse the data they collect, ensuring that the customers they communicate with are open to their message.

GDPR has put the power into the hands of the consumer (remember, you can no longer assume opt-in or provide pre-ticked boxes) so that now, when consent is given, you know that the individual wants to interact with you. Having a small, more focused customer list, with individuals who WANT to hear from you, will mean a significantly more engaged customer list. And an audience that is open to engagement is likely to translate to more conversions and a better bottom line. We think it could be a game changer.

So, you’ve got your positive opt-in, where next? We hear you ask.

As with gaining consent, it seems that when it comes to great email marketing there are a number of ways you can build both loyalty and engagement – it’s deciding which option works for you.

Some brands are encouraging further customer interaction via their website, some through strategic social media posts. Others are harnessing the power of like-minded collaborations, either with similar brands or bloggers and influencers.

Let’s look at a few of the options in more detail.

The personal approach

So, you’ve cleansed all your data. And now that you know more about your customers you’re better placed to offer a more personalised email interaction. If it’s a customer who hasn’t purchased for a while, make reference to that. Encourage them back with a discount or a loyalty scheme if you have one.

Of course, the more you know about them, the more focused you can be – with communications based on their location, or covering products aimed at their age group, for example.

Offer recommendations

Who doesn’t love a recommendation – especially when it’s something that truly suits us down to the ground.

If you have the analytical ability, you can promote your brand with emailed recommendations on products that you know your customer will love. Pick up on products they may have purchased in the past, see what items may have been abandoned in previous shopping baskets and tempt them back with offers that suit.

Make more of transactional emails

Think about it. Your customer has just interacted with you. This opens up the perfect opportunity to grab their attention and build the relationship.

With a transactional email (like an order summary, password reset or email receipt) you’re already likely to get excellent open rates – so why not take the opportunity to offer your audience further information on other products or areas of your brand, give them the option to share their interaction on social media, ask for feedback or promote offers such as refer a friend.

Team up

The collaborative approach. We’ve seen this happening a lot more recently – and why not? If your brand can find the perfect fit it’s a great option.

The beauty of having cleaner data is being able to understand your audience, so a collaboration with a similar brand who has the same target audience as you can open up great opportunities.

Likewise, an influencer or blogger who has a following similar to your target audience may also provide a good team up. Opening up opportunities to collaborate on sponsored posts or articles.

These are just a few of the options we’re seeing – some food for thought perhaps.

For further advice or to chat through the possibilities, come and talk to the Pimble team, we’d be happy to help.