Don’t let GDPR be the end of a beautiful relationship

Don’t let GDPR be the end of a beautiful relationship

So have you considered the role of creativity and personalisation to secure consent? With just a month until the General Data Protection Regulation (GDPR) comes into force, one of the biggest headaches is how to collect and store consent. Because GDPR not only applies to new contacts collected after May 25th, but all those currently residing in your database.

Worse still, we’re seeing consent-clog: people’s inboxes are becoming overloaded with consent requests – they’re now less likely than ever to opt-in to a newsletter they don’t see as valuable. Some 47% of email recipients decide whether to open an email based on subject line alone, meaning unless you capture people’s attention, your request is likely to get deleted …along with the chance of any future interaction.

It’s therefore vital to take the time to really think about your audience and potential business impact before you start asking for consent…

What’s in it for them?

Think about the benefit your subscribers get from giving consent, then clearly communicate this. eSpares, a UK-based retailer for spare parts for electrical appliances, went for the value-added approach – “People like you who get our exclusive email offers have saved a staggering £67,969”.

Manchester United FC’s opt-in campaign, ‘Stay United’, also uses the club’s top players to explain the benefits of consenting to receive marketing. To tempt the recipient in to opening, the subject header was personalised, and to give their contacts an extra push they even threw an incentive into the mix; early responders, whether they chose to opt in, or out, were entered into a prize draw.

Who are you speaking to?

The more general your marketing, the harder it’s going to be to get people on your side. So before you ask, think about who you’re talking to. Is your audience likely to be in the know about GDPR? In this case, mentioning your efforts to become compliant might resonate well. However, if your target market is more consumer than business, be more creative.


While the timing of one of ASOS’s recent emails mirrored GDPR re-permissioning, it didn’t mention the law at all, instead focusing on the modern Fear Of Missing Out by saying ‘Want to stay in the loop?’. ASOS also created a simple to use landing page, giving the subscriber full power to ensure that they only get the emails they really (really) want to receive; whether these be discounts and sales, new stock, or exclusives.

What’s the best way to reach them?

With everyone working against the same deadline, consent-clog will see inboxes overflowing. With this in mind, your website, social media, or other channels might be a better way to collect new or update existing consents. Social channels and your website are particularly good for targeting contacts who are unengaged and require extra effort to try and get hold of.

What if they need more wooing?

If your initial request to stay on board is falling on deaf ears, it’s time to consider what that contact is really worth. Might a tailored content piece to show them how much you value them be worthwhile? Maybe a discount if they opt-in now?

Because getting those sometimes lapsed relationships with contacts back on board should be easier and more valuable, than tempting a complete stranger.

Have you received a great GDPR re-permission campaign in your inbox that made you opt in? Let us know. And if you need help in creating really creative, personal content that engages, get in touch.

Posted: 25 April 2018

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