Perhaps a bold statement to make: GDPR will make inbound marketing better. For many marketers (at the time of writing this post) the GDPR is still on the long finger or even something abstract that sits with IT and legal teams. Make no mistake, it will influence how we generate leads online, process data and how we use it. It is a marketing effort just as much as IT and legal. So let me walk you through my three top reasons why I believe the GDPR will make inbound marketing better:
1. Plain language
Have you read your privacy statement recently? Could you fully understand it? It’s common practice to “borrow” the statement of an established, trusted organisation and slightly amend it because writing a document like this is just too difficult.
With the GDPR this is changing. You have to ensure that your privacy statement can be understood by your target audience. This is why marketing rather than legal should be writing it. Of course, legal should still fact check but the onus is on making to make it readable for the target audience.
We’ll have privacy statements that we can understand. Maybe even video formats. You can be creative here. And to me, clearer communication makes inbound marketing better.
2. Quality leads
In addition, before May 2018 our databases have to be clean. Anyone who you have no legitimate reason to contact and who hasn’t been engaged with your business will need to be removed from your database. It’s time to run re-engagement campaigns now and then remove anyone for whom you don’t have an opt-in. It might be scary to potentially shrink your database but think of it this way: what if we're only able to sell to 70% of your contacts? Wouldn’t you like to know that and who they are? This means you can stop working with the additional 30% who are disengaged, bounced and never going to lead to a sale.
A focus on quality leads and engaged contacts means less wasted effort and therefore better inbound marketing.
3. Email cut-through
Considering BusinessBrew is just over a year old, I’m genuinely surprised at the level of promotional email I receive every day (newsletters, blog subscriptions, offers, etc.). From the 20 or so promo emails, I’m only certain that I subscribed to about half, if even. So that’s 10 companies emailing me daily who do not have clear and explicit opt in.
Because I get so many promotional emails that I’m not interested in, I don’t take the time to really look at the promotional emails that I should be reading. I just delete the lot of them most days.
The GDPR means that this type of emailing to data subjects who are in the EU will be a thing of the past and promotional emails can only be sent to those that have opted in. For me, this cuts these types of emails in half and therefore into a manageable amount to at least scan every day.
No more spam means that your legitimate emails reach your audience and you get that cut-through you are aiming for.
Three good reasons
So there you have it, my three top reasons why the GDPR will make inbound marketing better. I hope this article helped anyone in marketing struggling to see the sense in the regulation and has inspired them embrace it.