Marketers ‘Positive’ About GDPR Impact
Before the GDPR legislation was introduced in the EU, many marketers were worried about how it would affect their email marketing efforts, and particularly concerned that their databases would be significantly reduced with opt-in consent.
However, Retail Times recently revealed that over half of marketers in the sector (56 per cent) feel positive about the effect that GDPR has had on email marketing.
In fact, since its introduction, return on investment (ROI) for email marketing has climbed from £32 to £42, a significant increase.
Speaking to the news provider, Phil Draper, chief marketing officer at dotdigital, described email’s ROI as “undeniable”. He added: “Marketers are measuring ROI more than ever before; many are able to access the tools they need to quantify the impact of email. Moreover, marketers may have benefited from better quality email addresses in their arsenal, post GDPR.”
Of course, GDPR compliance is an important thing for companies to keep on top of, given the hefty fines that can be levied for breaking the regulations.
Small businesses in particular need to make sure they understand their obligations, including making sure anyone who provides you with their personal data understands how it will be used.
You also need to have a clear policy on removing data at a customer’s request. Not only should it be easy for them to ask you to remove their details, but it should also be easy for you to access their data and comply with this request.
It’s also essential to make provisions for confidential data destruction when you’re getting rid of old electronic equipment, or removing customer information from your system for any reason.