15 Aug How to sneakily overcome GDPR email marketing restrictions
The techniques in this post range from light-hearted to outright SNEAKY.
GDPR stands for General Data Protection Regulations and has been introduced by the EU. The email marketing restrictions are a part of this regulation and are partly designed to stop businesses forcing people onto their email list through confusion or without consent. There’s been a lot of uproar around GDPR lately especially with some of our food digital marketing clients.
Personally, I think it’s always better to be honest with your prospective customers. Always tell them what you will be sending via email and how often. But that doesn’t stop the likes of Google being down right sneaky with one of their move to overcome GDPR Email marketing restrictions. Keep reading.
As of this writing, it’s fairly unclear as to just exactly how the restrictions on email collection and marketing will be.
What we do know is that anyone you email on a regular basis MUST opt in to receive those emails. And may even need to double opt-in (keep reading). You also need to be very clear that you will be sending emails to them from the off.
Before I give you the techniques, remember this…
What’s also true is that once you have a subscriber, you MUST add value to the people on your list in every email.
Otherwise they can and will unsubscribe – then your efforts in collecting their details are completely undone anyway.
- Don’t try selling to them
- Do send them information that helps them overcome their daily challenges
If you don’t manage your own internet marketing in-house, make sure you ask your website management company to come up with innovative ways to abide by the email regulatory changes, while adding value to your prospective customers – if you don’t already.
What is the double opt-in email restriction?
Double opt-in simply means that anyone who signs up to your email list will need to verify their email address after entering their email address into a form on your website.
You know that follow up email that lands in your inbox immediately after signing up for something. That’s your double opt-in email
So let’s take a look at the techniques you can start using immediately.
Point blank tell them you’re going to send them emails
This is the best form of opt-in you can possibly have.
Because you’re not sneaking them onto your email list with the use of a whitepaper or free guide.
You’re actually telling them exactly what to expect.
I do this on the home page of ba-guru.com. As soon as they land on my site, they see I’m an expert and I promise to only send them a couple of emails each month.
The best part? They know exactly what to expect.
That means I have less people who unsubscribe because I stick to my promise.
This can work even if you have a pop-up on your page. Although remember it needs to be much more than just ‘Subscribe to our newsletter’.
That’s too boring and won’t entice people to subscribe because you don’t tell them what they are getting if they do subscribe.
Add a tick box asking people to tick so they will be added to your list
If you are enticing your visitors to give you their email address with the use of a white paper or ultimate guide, you can add an optional tick box to the form with a brief line enticing them to click it.
For example: you could say “tick this box if you want to grow your knowledge in online growth”
That way, you’re not forcing people onto your list but you are giving them the choice of receiving your emails.
Force people to click before allowing them to continue
I noticed Google uses this technique. My first thought was – Sneaky!
Anyway, what you can do is entice people to sign up to your email list by offering them something in return. Like a white paper or a free guide. Google does it with their £75 Adwords voucher.
The trick is to block out the submit button until they actually click on the tick box that allows you to send them content in the future, via email.
This technique can work great if you’ve got something they really want. So that they don’t just think – well I’m not that keen to get the free stuff to have to receive your emails for the rest of my life.
Don’t give your offering until they click the double opt-in email link
This technique all but guarantees to capture a double opt-in from your visitors who want to get access to your free stuff.
There is, though, a possibility that you lose the subscriber because they forget to click the double opt-in link. Or even worse – your email goes into their spam box.
One way to get people to check their spam box AND remind them to click the link, is to redirect them to a unique web page on your website which tells them to click the link and check their spam box if they don’t see the email
Anyway, the main point is not to give your subscriber their free stuff until they’ve (found) and clicked the link in their email.
It’s quite easy to do this automatically if you’re using the right email marketing tools.
So there you have it. Some sneaky ideas of how to keep growing your email list, even with the email regulations in place.