Using Social Media to Rebuild Your Email List in a Post GDPR World

It’s been three months since the General Data Protection Regulation (GDPR) rolled out and although the constant bombardment of emails may have passed, many businesses are still dealing with the repercussions of becoming GDPR compliant. In fact, many SME’s and larger enterprises have battled their way through the build up to GDPR only to experience a drop in email subscribers on the other side. Obviously this is a devastating blow for any business as a huge amount of time and effort goes into building an online following. We do have some good news for you however as there are still plenty of opportunities out there which can help you to rebuild your email lists…

What Is GDPR?

For those who are unfamiliar with GDPR (how is that possible!), the new data regulations basically set the standards for processing personal data in the EU. In a nutshell, the new regulations strengthen the rights of citizens, giving them more control over who can access and store their personal data. Under GDPR, businesses can’t legally process customer data unless it is for a lawful purpose or customers have granted permission to do so. Businesses also need to be very clear about what personal data is stored, how it is used, and how long it will be stored for. If you’re unsure about what is classed as personal data it could be any piece of information that can identify a person e.g.

  • Name
  • Address
  • Email Addresses
  • Contact numbers
  • IP address
  • Cookies

In the unfortunate event of a data breach, the new regulations also state that a penalty up to €20 million or 4% of annual global turnover will be charged. Clearly, GDPR requires some delicate care and attention…

Rebuilding Your Email Marketing Lists

Before we continue we must emphasise that it isn’t surprising to lose a few email subscribers along the journey of becoming GDPR compliant. Now that the transition has calmed down however, it’s time to start rebuilding your following. If you haven’t already it’s hugely important that you review your current lists, asking yourself how these people were added to your list and IF they have opted in again.

Once you’re clear, the online world is your oyster – that’s how the saying goes right?

As any digital marketer knows, building an email following can be a difficult task that takes time but it’s not impossible. The good news is that social media provides businesses with the perfect platform to reach and nurture new target audiences which can convert into new email subscribers. From sharing engaging content to draw users to your site, to sharing “in the moment” stories to add a sense of urgency to promotions and news, social media provides businesses with a wealth of opportunities to build their following. What’s more, user generated content such as reviews can also help to reinforce a positive brand imagery, which will resonate with potential customers. In fact, according to recent studies 72% of consumers trust online reviews as much as personal recommendations from real people.

With the ability to start and take part in topical, creative and diverse conversations, social media marketing has the potential to really boost your email subscribers and overall following… If that isn’t enough, Facebook even allows page owners to set up a “sign up” button and there’s always the option of running a targeted ad campaign!

Let’s Get Social!

Clearly, all hope is not lost with regards to rebuilding your email subscriber lists – yes it will take time but in the process, you can reap the benefits of expanding your reach online by building increasing your brand awareness! We realise there’s a lot of ideas to consider here so if you’re interested in finding out more about how social media marketing could benefit your business in a post GDPR world, drop us a line today!