So, the right question is, what do I need to do with my already collected e-mails and lists? The thing with the GDPR is that it is created to benefit the end user, the everyday internet consumer, and online shopper.
That’s why the new rules don’t only apply to data that was collected after May 25th, 2018. If you have the consent of users to receive marketing emails, and if those costumers explicitly agree to receive such messages before GDPR, you can continue communicating with them.
The automation of email marketing has enabled you to save time in communicating via mail to customers, but GDPR brings new changes to the use of this automation. To send automated email messages to the customers, they need to give you an active consent. Independent of the approval, customer segmentation should not be neglected.
The use of algorithms for automated decision making is not a solution, and the human factor should also be taken into account.
We can conclude that GDPR affects both new users and existing users who want to be removed from the list.
The unsubscribe option was great for customers and businesses. The customers let the marketers know that they were not interested in the content, and they were only removed from that e-mail List. But, this didn’t mean that the collected information was deleted and wasn’t used for other purposes.
For example, creating Social Media Ad Campaigns targeting customers from whom the e-mails were collected. With the new right to delete all collected information, the unsubscribe option will also change. For marketers, this means giving the customers more options.
The goal is to make GDPR easy and understandable for users, so they will not give up on email campaigns for no reason.
The customers can ask:
You need to enable the customer to quickly remove their data from the email list, and then delete all customer information that you have previously saved.
It is crucial to keep in mind that the customer has the right to see all collected information, knowing why this information was collected, for how long it will be stored and ask for it to be deleted.
These are the basics rights that, if consent is given, give you the option for data profiling under GDPR. Data profiling contributes to creating personal send e-mails, based on collected customer information.
Was GDPR the end of e-mail marketing? The answer is no. It only makes Marketers create a better strategy, of sending only e-mails that are interesting and important to customers.
With the help of AI, all that can be done. And it makes customers read the e-mails they got. E-mail marketing would never work if the customers needed first to open the e-mail and then fell in love with the company.
It should be the other way around, and GDPR is making sure that it does. The customers who give their consent will be informed on what content they will get, and they would want to read it because they will be familiar with the company.
It is now our task to get them to want those e-mails by creating a successful business, with the right marketing strategies. And Oxidian can help you with all the above.
We can make your online brand stronger, and further build your online community. Contact us and learn how. Or contact us with any questions about e-mail marketing or GDPR.