{"id":5040,"date":"2018-04-10T00:00:00","date_gmt":"2018-04-10T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/gdpr-re-permission-campaigns-6-tips-for-making-them-a-success\/"},"modified":"2020-04-21T15:06:45","modified_gmt":"2020-04-21T15:06:45","slug":"gdpr-re-permission-campaigns-6-tips-for-making-them-a-success","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/gdpr-re-permission-campaigns-6-tips-for-making-them-a-success","title":{"rendered":"GDPR Re-permission Campaigns: 6 Tips for Making Them a Success"},"content":{"rendered":"<p>GDPR, the European Union\u2019s new privacy law that goes into effect on May 25th, 2018, has been keeping email marketers on their toes. One of the biggest areas of change\u2014and the one that\u2019s been causing email marketers the biggest headaches\u2014is the question of how to collect and store consent. <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\" target=\"_blank\" rel=\"noopener noreferrer\">We\u2019ve written in detail about how GDPR raises the bar to a higher standard of consent<\/a>, and how you can ensure your email consents meet the new requirements going forward. But GDPR not only applies to new consents collected after May 25th, but it also applies to all EU contacts you might already have in your database.<\/p>\n<p>For any of your EU-based subscribers, if you don\u2019t have GDPR-compliant consent\u2014or if you\u2019re unsure whether or not their consent is compliant\u2014you won\u2019t be allowed to send marketing emails to those subscribers anymore after the law is enforced. The only way you can keep those subscribers on your active mailing list is to collect GDPR-compliant consent before the May 25th deadline. This is where re-permission campaigns come into play.<\/p>\n<h3>A brief refresher: What\u2019s a re-permission campaign?<\/h3>\n<p>The goal of a re-permission campaign is to refresh or update your subscribers\u2019 email consent. While marketers might run re-permission campaigns for many reasons\u2014some brands run re-permission campaigns as part of their list hygiene activities to keep their email lists clean\u2014the GDPR deadline puts pressure on many brands to update their subscribers\u2019 email consents to become compliant with the law.<\/p>\n<p>But how do you run a successful re-permission campaign to bring your email list up to GDPR standards? Here are six tips, with plenty of examples from brands to draw inspiration from.<\/p>\n<h2>1. Take the time to define the audience, scope, and potential business impact of your campaign<\/h2>\n<p>With the GDPR deadline approaching quickly, it\u2019s easy to want to jump straight into execution mode for your re-permission campaign. Don\u2019t fall into that trap. Campaigns\u2014no matter what kind\u2014are most successful if they\u2019re thoroughly thought through and well-defined.<br \/>\nTake the time to analyze the audience and potential business impact of your campaign. This helps you define the scope of your project, and makes it easier for you to get the appropriate resources to put it into action.<\/p>\n<ul>\n<li><strong>How many subscribers need to be re-permissioned?<\/strong><br \/>\nRefresh your knowledge on <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\">GDPR\u2019s requirements for email consent<\/a>, then analyze your current list and get an idea of the total number of contacts you don\u2019t have GDPR-compliant consent for. What share of your total subscriber base does this equal to? If only a small portion of your list needs to be re-permissioned, your campaign (and the effort you invest into it) might look very different from that of a brand that needs to re-permission 80% of their list.<\/li>\n<li><strong>Are the contacts that need to be re-permissioned active subscribers?<\/strong><br \/>\nLook at the subscribers that you\u2019ll need to re-collect permission from and break down who has actively engaged with your emails over the past month, quarter, or year. An active user base will make successful re-permission more likely, while low activity will mean that there\u2019s a risk that your list will shrink significantly. Use these insights to inform your campaign\u2014and to set the right expectations with stakeholders at your brand.<\/li>\n<li><strong>Calculate the business impact of successful (or unsuccessful) reconfirmation campaigns.<\/strong><br \/>\nIf your brand can assign an average dollar value to an email subscriber, do the math and calculate the potential loss in case you can\u2019t collect a fresh consent from subscribers who are subject to GDPR. The fact is, you\u2019ll never re-permission 100% of your audience. But what\u2019s the impact if you lose 30, 50, or 70% of the campaign&#8217;s target audience? This can help visualize the importance of a re-permission campaign and helps get your team (and boss) on board to prioritize GDPR re-permissioning over other activities.<\/li>\n<\/ul>\n<p>Use these insights to make an educated decision about whether or not a re-permission campaign must be a priority for your team, and if it is, use these insights to argue for the time and resources you need to get your campaign off the ground.<\/p>\n<h2>2. Don\u2019t just make it about GDPR\u2014think about the benefit for the subscriber<\/h2>\n<p>Sure, you want to get your subscribers to update their consent so you can keep sending them email\u2014but what\u2019s in it for your subscribers? Think carefully about the benefit your subscribers get from taking action, then craft a message that clearly communicates this benefit.<\/p>\n<figure id=\"post-20743 media-20743\" class=\"alignnone\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/espares.png\"><img decoding=\"async\" class=\" shaded alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/espares.png\" alt=\"\" width=\"825\" height=\"1024\"><\/a><\/figure>\n<p>Espares, a UK-based retailer for spare parts for electrical appliances, does a great job with that. They clearly communicate the value subscribers have been getting from their emails (\u201cPeople like you who get our exclusive email offers have saved a staggering \u00a367,969.\u201d), and do a great job highlighting the benefits of staying subscribed.<\/p>\n<figure id=\"post-20743 media-20743\" class=\"alignnone\"><\/figure>\n<p>Another great example that\u2019s all about the subscriber experience is this beautiful email from ASOS. Rather than simply asking their subscribers to confirm their consent, ASOS makes this email all about giving the subscriber full power over what types of email they\u2019d like to receive.<\/p>\n<figure id=\"post-20745 media-20745\" class=\"alignnone\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/asos-e1523290286155.png\" alt=\"ASOS GDPR re-permission campaign\"><\/figure>\n<p>By updating their email preferences, subscribers can ensure that they only get the emails they really want to receive. And by actively confirming or changing their preferences, ASOS is also re-collecting consent.<\/p>\n<h2>3. Make re-permission campaigns multi-touch rather than a one-off send<\/h2>\n<p>A re-permission campaign doesn\u2019t only have to be a single one-off email. Especially if you need to re-permission a large share of your subscriber base, and the potential business impact of unsuccessful re-confirmation is big, you might want to follow a multi-touch approach to increase the likelihood of subscribers taking action. For example&#8230;<\/p>\n<ul>\n<li><strong>Send multiple emails with an increasing sense of urgency<\/strong><br \/>\nSpread out your campaign over the coming weeks, and actively retarget subscribers who have not opened or acted on your messages. Keep in mind that other brands are working against the same deadline, so be wary about clogging up your subscribers\u2019 inboxes.<\/li>\n<li><strong>Consider including a re-permission CTA in your regular emails.<\/strong><br \/>\nWhile standalone re-permission emails might be the most impactful way to refresh consent, that doesn\u2019t mean you should limit yourself to including re-permission messaging to this type of email only. We love this approach by Selfridges, who prominently feature a re-permission CTA on the top of their regular promotional emails.<\/li>\n<\/ul>\n<figure id=\"post-20768 media-20768\" class=\"alignnone\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/selfridges2.gif\"><img decoding=\"async\" class=\" shaded alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/selfridges2.gif\" alt=\"\" width=\"743\" height=\"926\"><\/a><\/figure>\n<p>The bright yellow color in combination with the animated copy is a great way to catch subscribers\u2019 attention without needing to send a standalone email. While the prominent re-confirmation CTA pushes the main content of the email further down and definitely distracts from the promotional content of the email, refreshing subscribers\u2019 opt-in and having the opportunity to continue emailing them after the May 25th deadline might well be worth a temporary decrease in clicks or revenue from product promotions.<\/p>\n<h2>4. Think beyond email to update consent<\/h2>\n<p>As email marketers, it\u2019s only natural to use email as the medium of choice to reconfirm your subscribers\u2019 consent. But you don\u2019t have to limit your efforts to only the email channel. Your website, social media, or other channels might be just as powerful to collect new or update existing consents.<\/p>\n<p>Here\u2019s a great example of how the British soccer club Manchester United uses their website to inform fans about changing requirements\u2014and encourages them to reconfirm their email subscriptions.<\/p>\n<figure id=\"post-20749 media-20749\" class=\"alignnone\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/manu-1.png\"><img decoding=\"async\" class=\" shaded alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/manu-1.png\" alt=\"\" width=\"973\" height=\"1024\"><\/a><\/figure>\n<figure id=\"post-20749 media-20749\" class=\"alignnone\"><\/figure>\n<h2>5. Make your messaging fit your audience.<\/h2>\n<p>Are you targeting a marketer audience who are likely to be in the know about GDPR, and might understand the struggle of complying with the new law? In this case, mentioning the law and your efforts to become compliant might resonate well. If you\u2019re serving a B2C audience, however, this might not be the most effective message. It\u2019s important to know that even though you\u2019re working towards GDPR compliance, that doesn\u2019t mean you necessarily have to mention the law when asking your subscribers to reconfirm their subscription. This opens up opportunities to become more creative with your copy, and to be inspired by re-permission campaigns that have nothing to do with GDPR.<\/p>\n<p>The ASOS email above is a great example of this. The email community spotted this email in their inbox recently\u2014so the timing speaks for that email to be part of GDPR re-permissioning\u2014but the email itself doesn\u2019t mention the law at all. The same is true for this email by Optimizely that\u2019s all about spring cleaning:<\/p>\n<figure id=\"post-20750 media-20750\" class=\"alignnone\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/optimizely-cleanup_1024.png\"><img decoding=\"async\" class=\" shaded\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/optimizely-cleanup_1024.png\" alt=\"GDPR re-permission campaign by Optimizely\" width=\"728\" height=\"1024\"><\/a><\/figure>\n<h2>6. Use A\/B testing to optimize your GDPR re-permission campaign<\/h2>\n<p>A\/B testing is a powerful technique to find out which CTAs, copy, or design resonate best with your audience. Use the power of A\/B testing as you finetune your GDPR reconfirmation campaigns, too.<\/p>\n<p>The email community has already spotted popular brands using the power of A\/B testing to discover the most effective email messaging and design to help bring consent to GDPR standards. For example, ASOS seems to be testing both the messaging and design of its re-permission campaign:<\/p>\n<figure id=\"post-20752 media-20752\" class=\"alignnone\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2018-04-09-at-12.23.21-pm.png\"><img decoding=\"async\" class=\" shaded alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/screen-shot-2018-04-09-at-12.23.21-pm.png\" alt=\"ASOS A\/B testing their GDPR re-permission emails\" width=\"1252\" height=\"938\"><\/a><\/figure>\n<h2>Have more great GDPR re-permission examples? Share them with the Community<\/h2>\n<figure id=\"post-20745 media-20745\" class=\"alignnone\"><\/figure>\n<p>This blog post was made possible thanks to <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/sayo1337\" target=\"_blank\" rel=\"noopener noreferrer\">Steven Sayo<\/a>, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/iamacyborg\" target=\"_blank\" rel=\"noopener noreferrer\">Jacques Corby-Tuech<\/a>, and all the other fellow email geeks who helped collect examples of GDPR re-permission campaigns in the <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/email.geeks.chat\/\" target=\"_blank\" rel=\"noopener noreferrer\">#emailgeeks Slack group<\/a> and organized them in <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1iaXAg7A71m-QRark7IDlFS4U23Iczijw5so-6cGm9CM\/edit#gid=0\" target=\"_blank\" rel=\"noopener noreferrer\">this spreadsheet<\/a>. Make sure you check it out for even more email examples and inspiration.<\/p>\n<p><strong>Spotted another great GDPR re-permission campaign in your inbox?<\/strong> Add it to the comments below.<\/p>\n<h2>Learn more about GDPR<\/h2>\n<p>Looking for more information about GDPR and how you can make your program compliant? Learn more with these resources:<\/p>\n<ul>\n<li>Read up on what some of the leading experts in the field of email and privacy law think about <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/gdpr-what-europes-new-privacy-law-means-for-email-marketers\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR, and what the new regulation means for email marketers<\/a><\/li>\n<li>Learn about the <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/5-things-you-must-know-about-email-consent-under-gdpr\" target=\"_blank\" rel=\"noopener noreferrer\">5 Things You Must Know about Email Consent under GDPR<\/a><\/li>\n<li>Catch up on our <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/2018-email-marketing-kickoff-webinar-recording-qa\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing Kick-off Webinar<\/a> recording and learn why GDPR is one of the biggest risks facing email marketers in 2018<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>With the GDPR deadline approaching, gaining consent through re-permission campaigns is crucial to keeping subscribers on your active mailing list. But how do you run a successful re-permission campaign to bring your email list up to GDPR standards? Here are six tips, with plenty of examples from brands to draw inspiration from.<\/p>\n","protected":false},"author":3,"featured_media":5041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[1383,1789,10246],"blog_category":[53],"class_list":["post-5040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-opt-in","tag-subscriber","tag-testing","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>GDPR Re-permission Campaigns: 6 Tips for Making Them a Success - Litmus<\/title>\n<meta name=\"description\" content=\"With the GDPR deadline approaching, gaining consent through re-permission campaigns is crucial to keeping subscribers on your active mailing list. 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