Europe’s new General Data Protection Regulations (GDPR) has marketers focused on the many challenges associated with becoming compliant under new laws. However, many are forgetting the numerous benefits attached to the new regulations, which include better data quality, greater transparency, and sturdier consent – all factors that impact program performance.
GDPR essentially turns email marketing best practices into law in Europe, and should encourage U.S.-based digital marketers as well. Because of new consent processes, bounces, opt-outs, and complaints will decline and improve data quality. New rules that allow users to control personal data sharing will help boost consumer trust. And launching a re-permission campaign helps marketers with necessary list maintenance.
Beyond the benefits to email marketing campaigns, GDPR is also a great thing for consumers. For years, people have been giving away personal data without completely understanding how their data was being used. The rollout of GDPR should encourage consumers to become more engaged with data sovereignty and think more proactively about their online choices.
So, what’s the takeaway here? Ultimately, it’s that GDPR should inspire greater trust between brands and consumers. The new laws encourage brands to build and earn the trust of their subscribers (which they should have been doing all along). This trust will help marketers gain and retain quality subscribers that are more likely to engage with their offers. Instead of looking at GDPR as a threat or seeking loopholes, focus on how the new mandates will help better your brand.