By now, you have probably began receiving emails from companies asking you to update your marketing preferences. If not, well, they’ll be coming.
The chances are, that you will need to do the same.
GDPR goes into effect in May 25th, 2018 and if you don’t have GDPR-compliant consent from your consumers then you won’t be allowed to send them marketing emails after this law is enforced. The only way to keep those subscribers on your active mailing list is to collect GDPR-compliant consent before the deadline. This is where re-permission campaigns come into play.
If you’re a little stuck on how to make your re-permissioning campaign a success, read our step by step guide below.
Segment your data
You probably already have data that is GDPR compliant, so you should make sure you take the time to segment out the data that is already compliant with the new law. If you decide to simply send out a re-permission campaign to your whole database, you’re going to lose a lot of your data. When sending out re-permission emails, those who choose not to reply, will have to be removed from your database as only an opt-in will count as GDPR-compliant.
Choose your subject line wisely
Keep in mind that when you launch a re-permission campaign, you’re intentionally offering your customers an opportunity to opt-out of your communication. Make sure your campaign conveys the value of your brand by choosing a subject line that really stands out from the rest. Make it short, snappy and enticing.
Don’t just make it about GDPR
For us companies, it’s all about GDPR, but for consumers, it’s all about their subscription. Sure, you want to get your subscribers to update their consent for your benefit, but you also want to show them what’s in it for them. This is your chance to give them a reason to say yes and re-opt-in. Think carefully about the benefits you offer and craft a message that clearly conveys what you can offer them if they stick by you. Ask your subscribers which of your benefits they would like to receive and show them that they are in control.
Incentivise your consumers to engage
Make it clear from the get-go that you are willing to offer great things to your subscribers by offering them a taster of what is to come. Give them a discount if they are to opt-in or perhaps incentivise them with a freebie or an entry into a competition once the opt-in. Remember, this is your chance to really win over consumers that are interested.
Make it easy
Re-permission requires an affirmative action – getting the consumer to click the button and opt-in –you don’t need to get the consumer to fill out the form again so make it easy for them to say yes!
When they click the button in the email, take them straight to a thank you page and start selling to them. They’ve given you a second chance and want to hear from you, so now is your chance to nurture them properly.
With these key elements, you could create the best re-permissioning campaign ever seen. Unfortunately, the truth of the fact is; even with all these secrets, many companies will still lose over 75% of their audience due to lack of re-permission response. Don’t sweat it too much, because we can help you rebuild your customer database with GDPR compliant data as easy as one, two, three.
Drop us a line today or give us a call to see how we could help you.
Leave a Reply