The new general data protection regulations (RGPD) profoundly changes marketing practices, including with regard toemail marketing…
The RGPD Also applying to data collected before May 25, many marketers have embarked on a race against time to seek re-authorization from their subscribers so they can continue to send email campaigns to them. Result: a massive “loss” of data, illustrated by alarming figures. We are talking about 80%, 90%, 95% of contacts, gone! A new challenge then appears: how to reconstitute its mailing list while remaining compliant with the GDPR?
1: Interactive marketing, a powerful lever for collecting GDPR-compliant opt-ins
There is a way that will help you, campaign after campaign, to collect new opt-ins to rebuild and grow your mailing list: interactive marketing, that is, the production and dissemination of engaging content and contests such as personality, votes, photo or video contest, quiz, puzzle, etc. There are many possible mechanisms, but they often have one thing in common: the presence of a form and a check box, inviting participants to identify themselves and subscribe to the newsletter.
Brands use these types of formats extensively, and that is no coincidence. Interactivity brings significant conversion rates on the opt-in boxes: often more than 40% (Guerlain had thus managed to convert 52% of its participants with its assistance meteorites), up to 60-70% in some cases (65% for recent European Leadership Awards Euronews). Add a little creativity, an incentive to participate (for example a prize to be won), and the natural virality of these formats is increased tenfold. Your participants then become ambassadors for your content, which mechanically expands the size of your contact base to audiences with similar characteristics.
2: Collecting opt-ins is good, collecting data is better!
Most brands offering interactive content do not stop at collecting opt-ins: they also use this content to collect segmentation data, which allows them to increase the performance and targeting of their advertising campaigns. emailing. There are different types of data, including:
- Declarative data: transmitted directly by the users in a declarative manner, for example via a form (eg last name, first name, email address, number of children, etc.);
- Behavioral data, non-declarative, inferred on the basis of your prospect’s behavior (eg number of participations in your contests, theme (s) of the campaigns in which he participated, etc.);
- Intentional data, with which you or your advertisers can identify the most interesting (and most interested) prospects, those who are most likely to buy. Ex. “Do you plan to replace your car in the next six months?”
Thus, a car brand could for example use an interactive campaign to learn about the type of vehicle that its prospects have. Similarly, a player in the tourism sector will be able to identify what proportion of their target is interested in a ski trip in January or a city trip in July. Once this data has been transmitted (often in real time) to your CRM and / or your DMP (“Data Management Platform ”), it will be easy to use it to target your communications and significantly increase their performance. Campaign after campaign, your data is centralized and your profiles are enriched with the information that matters most to you.
Attention, it is obviously advisable to remain attentive to the RGPD conformity of these practices: take care to remain transparent vis-à-vis your users and equip yourself with the right tools! The fact of collecting the information yourself from the data subject is already a good point in terms of data quality and compliance, but this does not guarantee that the consent obtained is GDPR compliant.
3: How to maximize the impact of such a strategy over time?
It’s obviously not about doing an action one-shot. A data strategy cannot be improvised! Depending on your objective, there are multiple possible mechanics. Quiz, personality test, photo or video contest … each format has its own advantages in terms of engagement and collection potential. Be sure to vary the formats to continue to engage your audience and offer them content that is always different, always original, and above all always interesting for them.
For this, it may be relevant to consider the use of a dedicated platform, which offers turnkey and customizable models of interactive content to publish on your channels. On the one hand, to save development time and money; on the other hand, because a company whose marketing campaigns and data collection form the core business will be more able to help you ensure the compliance of the data and opt-ins collected. So check that the platform you are using has functionalities dedicated to GDPR (export, automatic and manual deletion of data, log management, etc.) and a customer service capable of guiding you on this aspect.
Article written in collaboration with Qualifio