Finding Data for Email Campaigns in a Post-GDPR World

June 10, 2021

Email marketing is one of the most powerful and effective forms of online marketing that you can use to help your business thrive and grow. This is something that you need to make the most of right now, and there are a lot of elements that can help you maximise the impact of email marketing. Unfortunately, the emergence of General Data Protection Regulation (GDPR) is throwing a spanner in the works and making it much more challenging for companies to secure the data they want and need for these campaigns.

So, you need to think about what your business can do to work around this, and make sure you can still find the important and pertinent data you need to work towards when it comes to improving email marketing. Working closely with a Kent digital marketing agency to fully utilise the best possible email marketing campaigns. This means thinking about the best ways of being able to secure the data and information needed in order to focus on getting the best possible email marketing campaign in a post-GDPR world.


GDPR has had a major impact on the process of securing and collecting data. In fact, 40% of marketers believe GDPR to be significantly disruptive to their current strategy, and this means changing approach. So, one of the key things to think about is what can be done to help secure the information needed, and repermissioning is a great place to start. This is the process of taking a quality over quantity approach, and focusing efforts on those who have opted in, giving you a more streamlined email subscriber list.

Securing New Opt-Ins

New opt-ins are, of course, important for building email marketing campaigns as well, and there are a lot of factors that will help to achieve this. Since GDPR came into play, it means that potential subscribers must explicitly opt-in if they want to receive correspondence from you. Making sure you stay compliant, and including a link to a privacy statement on your website is an essential part of this process. Double opt-ins (confirming that users are interested in receiving emails) is a great safety net to have, but it's not necessarily essential.

Marketing Automation

Marketing automation is really important for businesses looking to make the most of their marketing campaigns, but since GDPR, you need to be much more careful with the way in which you use marketing automation. You can't send automated emails to someone unless they have given permission for you to do so, and if they do opt-in, you need to think hard about segmentation, and adhere to the limits in place with how you segment data under new GDPR rulings.

There are a lot of things to consider and to tweak when you are trying to help your email campaigns thrive in the wake of new GDPR regulations. This is something that you need to focus on when it comes to making the right choices that will help yo to find the data you need. Finding data for a successful email campaign in a post-GDPR world is something you need to work with your chosen Kent digital agency to achieve as much as you can.

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