Just because GDPR is in place now, your work isn’t over. GDPR has long-term effects that marketers must understand so they can adjust their email strategies to comply with the law and avoid fines and other actions.
Here are three skills that you’ll have to master to be a successful email marketer in a post-GDPR world.
Before the European Union’s General Data Protection Regulation went into effect in May 2018, we heard dire predictions that the new, stricter laws would shrink email lists, throttle new opt-ins, and damage marketers’ use of email to achieve their business goals.
Now, four months into the new post-GDPR reality, we have evidence that a clear majority of email marketers have not suffered the major list damage the doomsayers predicted.
While your email service provider is full of great metrics like open, click, and spam rates, there’s likely a gap in subscriber engagement. What do your subscribers do after they’ve clicked through to your website? What pages are they visiting on your site? Do they spend time on a particular page, or do they bounce immediately? Are they purchasing anything? By adding tracking to your links you can answer these questions—and more—for a full picture of your email campaign success.