The General Data Protection Regulation (EU) 2016/679(GDPR) is a regulation in EU law on data protection and privacy for all individuals citizens of the European Union(EU) and the European Economic Area(EEA). The GDPR aims primarily to give control to individuals over their personal data and to simplify the regulatory environment for international business.
How does GDPR impact B2B email marketing?
After the introduction of GDPR, Companies can no more bombard the inboxes of prospects anymore. One needs permission to even a send an e-mail to a potential customer. This has gravely impacted the landscape of e-mail marketing. But the good news is there are solutions to tackle this mammoth challenge.
Let’s have a look at few of the solutions:-
Increase your pool of prospect – Earlier, marketers used to run opt-in email campaigns to all the contacts in their database that resided in the EU. Generally, the success rate of opt-in campaigns used to be 10 to 50%, which meant the pool of EU prospects in your database would probably be reduced to 50-90%. Now, GDPR has made this a little trickier. E-mails cannot be sent without taking the permission of the recipients. So the list of net recipients drastically reduces down. So, the solution here lies in building a database of prospects.
Regular Data Cleansing – It is a known fact that data becomes stale in no time. People changes jobs with time and their contact details such as e-mail IDs no longer remain active. You may not have a successful opt-in campaign if your emails hit a dead inbox. By cleansing your database, you can merge and remove duplicates, fill in the missing information and increase the odds of securing consents from your EU prospects.
Personalisation of Data – We all are aware that B2B marketing is all about personalisation and the introduction of GDPR has strengthened this fact even more. Successful personalisation of Opt In campaigns begins with data, the more we know about a prospect the easier it is to segment our data, by segmenting the audience, it is more likely to get consent. Personalisation of data helps even more in calling campaigns. The impact is visible right in the first few seconds of the call itself and finally helps in getting the consent.
For successful GDPR compliant campaigns, partnering with an expert makes complete sense. At KIA Biz, we help out in carrying out Opt In campaigns across the globe including Europe. Our expertise includes all kinds of Data Quality Solutions such as B2B list building, b2B data cleansing and data verification services. In line with our value for being unique, we have a large team to make calls for opt ins. So, before your next GDPR compliant Opt In campaign, do contact us at email@example.com