# Has GDPR reduced the effectiveness of email marketing campaigns in 2018?
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2018-06-20
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: 5 Reasons Why Email Marketing is Still Effective in 2018
Meta Description: Discover why email marketing remains a powerful tool post-GDPR. Learn best practices and how to set up effective email campaigns for success.
URL: https://financedigest.com/has-gdpr-reduced-the-effectiveness-of-email-marketing-campaigns-in-2018html

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Email marketing was once the dominant force in the advertising landscape. However, with the rise of search and social media marketing in recent years and the introduction of GDPR meaning the use of personal data ishighly regulated, it is worth asking questions of email marketing.

In this piece online advertising experts [Adzooma](https://www.adzooma.com/) outline 5 reasons why email marketing is still an effective marketing technique in 2018 and why if you follow best practices GDPR should not reduce its effectiveness.

> Email marketing has often had to play the older sibling and take a back seat to it’s younger trendier marketing techniques. However, **[email](https://www.financedigest.com/how-to-up-your-email-marketing-game-in-the-financial-industry.html "How to up your email marketing game in the financial industry") marketing is still one of the most effective marketing techniques available to you** and should not be discounted when forming your strategy.

**Firstly, it is worth trying to define GDPR and how it might work when it comes to email marketing. On its most basic level, GDPR has been brought into change the [way businesses](https://www.financedigest.com/the-best-ways-to-protect-your-business-from-cyber-threats-in-2021.html "The best ways to protect your business from cyber threats in 2021") think about data protection and place greater protection on an individual’s personal data. Its principles work on the idea that you need consent to use someone’s personal data to market your product or service to them. This will, in turn, improve transparency, reduce spam, protect personal data and ensure the customer will only receive useful marketing from appropriate and relevant sources.**

**We would strongly recommend seeking professional legal advice to comply with GDPR. Depending on how bad the breach of data protection is, the fines can reach up to the greater of €20million or 4% of your annual worldwide turnover. Therefore, the risk of not complying is far too great and you should consider it a [top priority](https://www.financedigest.com/why-intelligent-automation-should-be-a-top-priority-for-enterprises-in-2022.html "Why Intelligent Automation should be a top priority for enterprises in 2022") to seek legal advice.**

**For email [marketing there are a few best practices you can start to implement including:](https://www.financedigest.com/chemical-process-mixers-industry-2021-includes-the-major-application-segments-and-size-in-the-global-market-to-2028.html "Chemical Process Mixers Industry 2021 Includes The Major Application Segments And Size In The Global Market To 2028")**

- Auditing your current databases
- Be transparent and disclose your [current data](https://www.financedigest.com/cbd-gummies-market-current-scenario-and-industry-growth-forecast-with-major-key-players-data-2030.html "CBD Gummies Market| Current Scenario and Industry Growth Forecast with Major Key Players data 2030") practices
- Reviewing your [current data](https://www.financedigest.com/shock-data-logger-market-2021-outlook-current-and-future-industry-landscape-analysis-2029.html "Shock Data Logger Market 2021 Outlook, Current and Future Industry Landscape Analysis 2029") practices
- Remove all pre-ticked boxes of consent for future contact in the emails you sent out

Now, a couple of months in, we know what GDPR is and how it [impacts your email marketing](https://www.financedigest.com/railway-bearing-market-size-2021-key-manufacturers-industry-share-investment-opportunities-future-trends-market-impact-revenue-demand-and-analysis-by-forecast-2030.html "Railway Bearing Market Size 2021 Key Manufacturers, Industry Share, Investment Opportunities, Future Trends, Market Impact, Revenue, Demand and Analysis by Forecast 2030"), we can look at the 5 reasons why email marketing is still an effective marketing technique for the rest of 2018.

1. **Easy to Set Up**

Sign up to email autoresponder MailChimp or Aweber where you can send out multiple emails in batches over a [set period](https://www.financedigest.com/hybrid-cars-market-projected-to-rise-at-a-cagr-of-16-5-during-the-forecast-period-set-between-2016-2024-tmr.html "Hybrid Cars Market Projected To Rise At A CAGR Of 16.5% during the Forecast Period Set Between 2016-2024 | TMR") of time. For example, you could send out a monthly newsletter or if you wanted to contact your customers more frequently, an email of [daily offers](https://www.financedigest.com/rothermeres-up-offer-to-take-daily-mail-publisher-private.html "Rothermeres up offer to take Daily Mail publisher private"). Once you have signed up to a platform and decided how frequently you want to contact potential [customers you canstart creating](https://www.financedigest.com/customer-experience-creating-the-calm-in-the-chaos.html "Customer Experience: creating the calm in the chaos") the actual email. Tools like MailChimp will have multiple simple and effective templates for you to choose from.

Just like before GDPR, be sure to include the option to opt-out of subscriptions in your email. [Lead generation](https://www.financedigest.com/arora-project-have-experienced-out-of-this-world-returns-with-their-lead-generation.html "Arora Project have experienced out-of-this-world returns with their lead generation") is the element of email marketing that becomes the most complex. You’ll need a lead magnet to collect the emails of potential customers. This can be your business offering something that adds value to your industry or the [consumer’s lives](https://www.financedigest.com/cost-of-living-crisis-consumers-keep-spending-for-now.html "Cost of living crisis? Consumers keep spending for now"). A voucher, video or [informative report](https://www.financedigest.com/global-healthcare-information-systems-market-report.html "Global Healthcare Information Systems Market Report") are great examples of how to get subscribers to your email list. The email autoresponder takes care of the rest, so you don’t have to spend time clicking send on 100 different emails.

2. **Cost-effective**

Depending on the autoresponder you choose prices for the service are still relatively cheap. Typically, it can start at around £20 a month for 500 subscribers. The larger your list the more you’ll pay but your sales should increase too. There is no limit on the number of emails you can send too so you can be as active and widespread as you like for your list or as targeted and specific as you think necessary to bring in more conversions. Because everyone on your list has opted in to receive your messages email marketing is known to have a [higher conversion rate](https://www.financedigest.com/short-bowel-syndrome-market-higher-growth-rate-forecast-2020-2030.html "Short Bowel Syndrome Market Higher Growth Rate & Forecast 2020 – 2030") than other marketing techniques. Your cost-per-conversion data will be lower and therefore more cost-effective. Importantly, email is very mobile friendly, so you can target [customers direct](https://www.financedigest.com/why-due-diligence-is-so-important-for-direct-debit-customers.html "Why due diligence is so important for Direct Debit customers") to their phone where the majority of people now check my emails.

3. **Repeatable sales**

All traffic costs money from paid to organic, you [invest your time and money](https://www.financedigest.com/six-tips-for-saving-money-and-investing-wisely.html "Six Tips For Saving Money And Investing Wisely") to bring in new leads and potential customers. An [advantage of email is that you can market](https://www.financedigest.com/rocket-missile-market-advantages-offered-by-rockets-missiles-and-increasing-adoption-of-missiles-to-drive-market.html "Rocket & Missile Market – Advantages Offered By Rockets & Missiles And Increasing Adoption Of Missiles to Drive Market") to the same visitor more than once. You can retarget and resell your [products to engaged consumers](https://www.financedigest.com/welding-consumables-market-continue-to-be-largest-product-segment-in-consumer-market.html "Welding Consumables Market Continue to be Largest Product Segment in Consumer Market"), at an incredibly low cost.

4. **Build relationships**

People can be very loyal to brands and products they know, like and trust. If your product or service delivers consistently for them then they will become reliable and [valuable customers](https://www.financedigest.com/covid-19-has-made-your-customer-accounts-more-valuable.html "Covid-19 has made your customer accounts more valuable") to you. Email marketing is a very powerful tool for you to [build this trust](https://www.financedigest.com/epi-how-to-build-trust-and-adoption-among-consumers-and-merchants.html "EPI: How to build trust and adoption among consumers and merchants") with them. Make sure every email you send is not purely to extract money from them. Offer interesting industry news, notable [case studies](https://www.financedigest.com/demand-from-retail-food-and-beverages-sector-to-account-for-over-70-of-refrigerated-display-cases-sales-study.html "Demand from Retail Food and Beverages Sector to Account for over 70% of Refrigerated Display Cases Sales: Study"), informative how-to videos these will help build a relationship that is worth more in the long-term. The [bottom line](https://www.financedigest.com/business-leaders-flexibility-for-everyone-contributes-to-gender-equality-in-the-workplace-without-affecting-your-bottom-line.html "Business leaders: flexibility for everyone contributes to gender equality in the workplace, without affecting your bottom line") is, the more trust they have for you, the more they are likely to purchase from you.

5. **Build lists**

A large email list is very valuable, and building a targeted and effective list is 100% worth [investing your time and money](https://www.financedigest.com/8-best-passive-investing-ideas-which-can-help-you-make-money-in-2022.html "8 Best Passive Investing Ideas Which Can Help You Make Money In 2022") in. Not only does having the list mean you can raise awareness for your brand and with knowing you have the [potential to reach 10,000 potential sales](https://www.financedigest.com/zara-owner-inditexs-first-half-sales-surge-ahead-of-potential-slowdown.html "Zara owner Inditex’s first-half sales surge ahead of potential slowdown") the list itself becomes a valuable commodity to your business. If you practice ethical marketing techniques, and comply with GDPR these [changes need](https://www.financedigest.com/change-is-inevitable-how-banks-need-to-adapt-to-customers-new-banking-habits.html "Change is inevitable – how banks need to adapt to customers’ new banking habits") not decrease the effectiveness of email marketing.

**Best Practices – Checklist**

- Use trusted email autoresponder (MailChimp, Aweber, Get Response, etc)
- Be patient – results and [building your list will take time](https://www.financedigest.com/building-economic-resilience-in-tough-times.html "Building Economic Resilience in Tough Times")
- Invest in high-quality lead magnet
- Don’t sell in every email you send
- Respond to the feedback you get
- Keep testing new techniques to improve effectiveness e.g. landing pages, contact forms, offers

**Final Thoughts**

Email [marketing should still be a cornerstone of your marketing strategy](https://www.financedigest.com/fortified-dairy-products-market-outlook-cover-new-business-strategy-with-upcoming-opportunity-2022-to-2032.html "Fortified Dairy Products Market Outlook Cover New Business Strategy with Upcoming Opportunity 2022 to 2032"). If someone suggests that email [marketing is not effective](https://www.financedigest.com/the-npwt-suction-pads-market-to-grow-on-an-effective-and-accessible-note-backed-by-innovation.html "The Npwt Suction Pads Market to grow on an effective and accessible note backed by innovation"), 9 times out of 10 it is because they have approached it without the best practices. GDPR will change your email [marketing strategy but if you research](https://www.financedigest.com/global-compressor-controllers-market-outlook-2021-pricing-strategy-industry-latest-news-research-report-analysis-and-share-by-forecast-2028.html "Global Compressor Controllers Market Outlook 2021, Pricing Strategy, Industry Latest News, Research Report Analysis And Share By Forecast 2028") and understand what it is asking you to do, it should not decrease the effectiveness. You will still have targeted, high converting campaigns that are accessible on any device.


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