Email is one of the most effective ways for companies to reach potential customers, but the new GDPR regulations are heavily affecting email marketing campaigns.
A report from CNBC suggested that the new rules are hurting email marketing companies because consumers don’t even open the emails, let alone opt-in.
Of the companies around the world, 82% use email marketing. According to the report, the email marketing industry is poised to be worth $22.16 billion by 2025 worldwide.
Digital marketing agency Huge found that 38% of Americans are ignoring the ongoing ‘opt-in’ emails being sent by every company (we’re sure you’ve had your fair share). Another marketing firm, PostUp, estimates that only 15% to 20% of Americans are even opening the emails – lower than the 25% to 30% open rate for emails worldwide.
Michael Horn, director of data science for Huge, said: “People are not opting back in. It’s one thing for your customers who don’t have a relationship with the brand to decline and not respond, but you’re also losing a sales channel.”
PostUp vice president of marketing and product Keith Sibson said: “An email that says ‘privacy policy updates’ is never going to get opened. You never read the terms and conditions when you sign up for some website. It depends a lot on how it’s being presented to the users and how important the sender is making it sound.”
Under GDPR regulations, companies are relatively free to send emails to their customers. The issue is sending emails to non-customers, who haven’t already opted in for email marketing. Companies are now required to ask permission to keep sending emails to non-customers. If an EU citizen does not opt-in to continue receiving emails, the company may never contact the person again – or the EU can sue the company for up to 4% of its annual revenue.
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