The new General Data Protection Regulation (General Data Protection Regulation) profound changes in marketing practices, including in relation toEmail Marketing…
The General Data Protection Regulation Also applicable to data collected prior to May 25, many marketers were racing against time to get new permission from their subscribers so they could continue to send them email campaigns. The result: a massive “loss” of data, evidenced by crazy numbers. We are talking about the disappearance of 80%, 90%, 95% of contacts! Then a new challenge will arise: How do you reconfigure your mailing list while still complying with the GDPR?
1: Interactive Marketing, a powerful lever for gathering GDPR compliant enablers
There is a method that will help you, campaign after campaign, to collect new subscriptions to rebuild and grow your mailing list: interactive marketing, i.e. production and distribution of engaging content, contests like personality, voting, photo or video contest, quiz, rebus, etc. The potential mechanisms are numerous, but they often have one thing in common: having a form and a checkbox, inviting participants to introduce themselves and sign up for the newsletter.
Brands use this type of format extensively, and this is no accident. Engagement leads to high conversion rates in subscription boxes: often over 40% (this is how Guerlain converted 52% of its participants through meteorites), up to 60-70% in some cases (65% for the latest European Leadership Awards euronews). Add a little creativity, an incentive to get involved (eg a prize you’ll win), and the natural prevalence of these forms increases tenfold. Attendees then become ambassadors of your content, which mechanically expands the size of your communication base to audiences with similar characteristics.
2: Empowerment collection is good, data collection is even better!
Most brands that provide interactive content do not stop at collecting subscriptions: they also use this content to collect hash data, which allows them to increase the performance and targeting of their advertising campaigns. This data is of various types, including:
- Declarative data: Sent directly by users in an explanatory manner, for example via a form (eg surname, first name, email address, number of children, etc.);
- behavioral data undisclosed, inferred on the basis of the behavior of the potential customer (for example, the number of entries in your contests, the topic(s) of the campaigns in which he participated, etc.);
- intended data, You or your advertisers can select the most valuable (and most interested) prospects, or those most likely to make a purchase. Example: “Do you intend to replace your car in the next six months?”
Thus, a car brand can, for example, use an interactive campaign to learn what kind of car a potential customer owns. Likewise, a player in the tourism sector will be able to determine the percentage of his target who is interested in a ski trip in January or a city trip in July. Once this data is sent (often in real time) to CRM and/or DMP (“data management platform), it will be easy to use to target your connections and significantly increase their performance. Campaign after campaign, your data is centralized and your profiles are enriched with the information that matters most to you.
Attention, it is obviously essential to remain vigilant for GDPR compliance with these practices: make sure you maintain transparency towards your users and equip yourself with the right tools! Collecting information yourself from the data subject is already a good point in terms of data quality and compliance, but this does not guarantee that the consent obtained GDPR compliant.
3: How can the impact of such a strategy be maximized over time?
It is clearly not a matter of doing a job one hit. Data strategy cannot be improvised! Depending on your goal, there are several possible mechanisms. Quiz, personality quiz, photo or video contest… Each format has its own advantages in terms of participation and the possibility of fundraising. Make sure to change the formats to continue to engage your audience and provide content that is always different, always original and above all always fun for them.
For this, it may be appropriate to consider the use of custom platform, which offers ready-made and customizable templates for interactive content to publish on your channels. On the other hand, to save development time and money; On the other hand, because the company that makes up its marketing campaigns and data collection hard work It will be better able to assist you in ensuring compliance of the data and subscriptions collected. So check that the platform you are using has features dedicated to GDPR (export, automatic and manual data deletion, records management, etc.) and customer service that is able to guide you in this aspect.
The article was written in collaboration with Qualifio