The past twelve months have shaken the world of email marketing. We kicked off 2018 with the Cambridge Analytica Scandal, which eroded a lot of trust in online data collection methods. Then there was the GDPR, which reframed the power of the consumer in the modern email game. Questions began to be asked over whether email as a channel was losing it, whether its influence was fading, and whether it still had as much bang for its buck as it used to.
Since the enforcement of the GDPR after 25th May 2018, ‘breaking news’ data breaches are becoming extremely common. It is without question that there were data breaches before, but today the risks to businesses are higher financially (up to 4% of worldwide annual turnover or up to €20 million, whichever is higher) and can also severely damage a brands reputation. Consumers are more informed than ever before not only about the value of their data and but also their rights and ways to raise a complaint to the ICO.
If there’s any one thing you should put some serious time and effort into, it’s your welcome email. Get it right, and you’ll have a loyal customer for years and years.
Most people don’t get into marketing because they’re passionate about tracking clicks. At its heart, the art of marketing is about creativity, ingenuity, and human connection. So how can marketing automation help you achieve that?
