The new General Data Protection Regulation (GDPR) profoundly changes marketing practices, including with respect tojunk mail…
the GDPR Also applying to data collected before May 25, many marketers have been racing against time to get new permission from their subscribers to continue sending them email campaigns. Result: a massive “loss” of data, illustrated by maddening figures. We are talking about 80%, 90%, 95% of contacts, they are gone! Then a new challenge appears: how to rebuild your mailing list while remaining GDPR compliant?
1: Interactive marketing, a powerful lever to collect GDPR-compliant opt-ins
There is a way that will help you, campaign after campaign, to collect new options to rebuild and grow your mailing list: interactive marketing, that is, the production and distribution of attractive content and contests such as personality, votes, photo contests or videos. , quiz, riddle, etc. The possible mechanics are numerous, but they often have something in common: the presence of a form and a checkbox, inviting participants to identify themselves and subscribe to the newsletter.
Brands use this type of format intensively, and it is not by chance. Interactivity leads to high conversion rates in opt-in boxes: often above 40% (Guerlain had managed to convert 52% of its participants with its meteorites), up to 60-70% in some cases (65% for recent European Leadership Awards of Euronews). Add a bit of creativity, an incentive to participate (eg win a prize), and the natural virality of these formats is multiplied tenfold. Your attendees then become ambassadors for your content, mechanically expanding the size of your contact base to like-minded audiences.
2: Collecting opt-ins is good, collecting data is better!
Most brands that offer interactive content don’t just collect opt-ins: they also use this content to collect targeting data, allowing them to increase the performance and targeting of their ad campaigns. This data is of different types, including:
- Declarative data: transmitted directly by users in a declarative way, for example through a form (for example, surname, first name, email address, number of children, etc.);
- behavior data, non-declarative, inferred based on your prospect’s behavior (for example, number of entries in your contests, theme(s) of the campaigns you participated in, etc.);
- intentional data, that you or your advertisers can identify the most valuable (and most interested) prospects, or those who are most likely to make a purchase. Ex. “Do you intend to replace your car in the next six months?”
Thus, a car brand could, for example, use an interactive campaign to find out what type of vehicle its prospects own. Similarly, a player in the tourism sector will be able to identify what proportion of their target is interested in a ski trip in January or a trip to the city in July. Once this data has been transmitted (often in real time) to your CRM and/or your DMP (“Data management platform”), it will be easy to use to target your communications and significantly increase your performance. Campaign after campaign, your data is centralized and your profiles are enriched with the information that matters most to you.
Attention, it is obviously necessary to remain attentive to the GDPR compliance of these practices: make sure you are transparent about your users and equip yourself with the right tools! Collecting the data yourself from the data subject is already a good point in terms of data quality and compliance, but this does not guarantee that the consent obtained is GDPR Compliant.
3: How to maximize the impact of said strategy over time?
Obviously it is not about doing an action a drink. A data strategy cannot be improvised! Depending on your goal, there are multiple possible mechanisms. Quiz, personality test, photo or video contest… each format has its own advantages in terms of participation and fundraising potential. Make sure to vary the formats to continue to captivate your audience and offer them content that is always different, always original and, above all, always interesting for them.
For this, it may be appropriate to consider the use of a dedicated platform, which offers turnkey and customizable templates of interactive content to post on your channels. On the one hand, to save development time and money; on the other hand, because a company whose marketing campaigns and data collection form the main business will be even better able to help you ensure compliance with the data and choices collected. So check that the platform you use has functions dedicated to GDPR (export, automatic and manual data deletion, record management, etc.) and a customer service capable of guiding you in this regard.
Article written in collaboration with Qualifio