36 hours left for GDPR to come into action! As the implementation date gets closer, most of the B2B marketers are running opt-in email campaigns to gather consent from the prospects in the EU. Many-a-times, the opt-in campaign can be nerve-wracking. In 2014, when Canadian Anti-Spam Law (CASL) was introduced it had similarities with GDPR. Even during that time marketers had conducted opt-in email campaigns whose average opt-in rate was 10-50%, that had around 50 to 90% reduction in their database.
For GDPR consent campaigns, its rational to expect a similar opt-in rate, while the deduction in your database can frighten you, but there are few steps which B2B marketers can follow for their opt-in consent campaigns to maximize your opt-in rates and secure consent from as many prospects in the EU as possible.
Few handy tips: –
- Increase your prospect pool – Firstly, marketers need to run opt-in email campaigns to all the contacts in their database that reside in the EU. Generally, the success rate of opt-in campaigns is 10 to 50%, which means the pool of EU prospects in your database will probably reduce to 50-90%. GDPR makes contact acquisitions and buying net new contacts a little tricky, so if you need to buy contact data you need to do it now. All you need to do is to partner with a trusted data vendor who can build a list of contacts that matches your prospect bio profiles. By doing this, you can cast a wide net to increase the success rate of your opt-in campaigns.
- Enrich your database – You probably won’t have successful opt-in campaigns if your emails are hitting the dead inbox. By enriching your database, you can merge and remove duplicates, fill in the missing information and increase the odds of securing consents from your EU prospects.
- Know where your contacts are – GDPR protects the rights of the people who live in the EU, so it has nothing to do with where person’s company is headquartered or located. Can you look at your database and pinpoint the prospects that live in EU, most probably not, most marketers have information about the company headquarters and other company information not about the person or where they live? SMARTe can help with a Data Audit to help you understand which of the prospects live in EU so that you will be able to target your opt-in campaigns to the right target audience.
- Personalization – We all are aware that B2B marketing is all about personalization, so GDPR opt-in campaigns are no exception. Successful personalization starts with data, the more we know about a prospect the easier it is to segment our data, by segmenting the audience, it is more likely to get consent.
If you like to take a deeper look into your database and check if your database is GDPR ready. Reach us for your Data Audit.