The General Data Protection Regulation (GDPR) hit the EU last May, forcing any businesses with ties to the EU or its citizens to get their act together.
For many businesses, this was done partly by sending out “re-permissioning emails” – to make sure users still wanted to receive marketing emails, and to ensure businesses were meeting the level of consent enforced by the GDPR.
So, let’s have a look at some of the good, the bad and the ugly, of course!
Marketing company Ometria suggested a clever tip for Digital Marketers: segmenting a brand’s email list, to avoid the possibility of annoying customers even more with unrelated emails.
- Opens emails and regularly buys
- Opens emails and infrequently buys
- Opens emails and clicks through to browse items
- Opens emails – no activity
- Receives email – no activity
- No activity after 6 months
- No activity after 12 months
- No activity after 18 months
Now, on to the examples!
- ASOS excelled in their re-permissioning email (as with all of their marketing, it seems) with a clear, simple subject heading, reading “The law is changing. Are you set to get your ASOS emails?“. Text at the top of the email grabs reader’s attention immediately, and they further make it clear that their customers are “in control”. They also clearly visualise what consumer’s are receiving with small images, and clear bottom tabs reinforcing their options.
Now that we’ve set the standard, let’s explore some of the less popular examples:
To be fair, the first heading almost made me giggle. The second, however, couldn’t get any worse. The chances of users unsubscribing would’ve almost certainly increased, due to the sheer lack of effort when sending emails to their customers!
@drdonoghue on Twitter: “Worst GDPR email yet. Yes behavioural insights team, I am ignoring you. Your nudging won’t work on me.” It’s clear that humour could be used effectively in these commonly bland emails, but in this case, this brand is doing more harm than good!
What does this mean for us?
It’s likely that this sort of legislation will be implemented in Australia in the future, and we, as Digital Marketers, should take note of the do’s and don’ts of re-permissioning emails when the time arises.
The Do’s and Don’ts:
- Do make the opt-out email clear, simple and straight-forward
- Do repeat options to improve readability (if applicable)
- Do give readers the option to adjust their settings, so they don’t have to receive simply “all or nothing”
- Don’t sacrifice readability for supposed “humour”
- Don’t make the email too long. If you want to be funny, at least make it known what you’re talking about in the first sentence
What are you recommendations for creating a successful re-permissioning email? I’d love to hear your opinion!