Emarsys: How to Prepare for the GDPR

How to Prepare for the GDPR

On May 25, 2018, the Global Data Protection Regulation (GDPR) will go into effect. The new regulation is designed to “harmonize data privacy laws across Europe, to protect and empower all EU citizens’ data privacy, and to reshape the way organizations across the region approach data privacy.”

In this mini eBook, Emarsys pulls together GDPR advice from eight e-commerce, digital marketing, and data privacy experts, including myself. The different perspectives provide a great sense on what you should be doing in response to the biggest data protection overhaul of the century.

The themes covered include:

  • Accountability for data management and privacy
  • Finding what works for your email marketing program
  • Regulation against ‘bad actors’ for more relevant brand experiences
  • GDPR is an unknown
  • More engaged, confident, advocacyinclined subscribers
  • GDPR dramatically impacts personalized and predictive marketing
  • Use the GDPR as an opportunity

>> Download the ebook from Emarsys

2018 EEC Email Marketer Thought Leader of the Year

The Direct Marketing Association’s Email Experience Council announced today that I’m their 2018 Email Marketer Thought Leader of the Year!

I’m so incredibly honored to be recognized by the DMA and my peers. I feel truly fortunate to have found such a vibrant and dynamic industry to be a part of. A journalist by training, I’m always hungry for change, whether it’s new technology, tactics, or people.

The email industry has given me all of those—particularly the chance to work with and learn from amazing people. A special thanks to my current and former coworkers at Litmus, Salesforce, ExactTarget, Responsys, Smith-Harmon, and the EEC. I would not be where I am without them.

I’m also grateful for everyone who has read Email Marketing Rules, attended one of my workshops or webinars, and read my blog posts and articles. Thank you for all of your support!

>> Read more about the award

5 Embarrassing Subject Line Mistakes to Avoid

Subject lines are incredibly powerful. That’s because they are one of the first things that subscribers look at when they receive an email and are trying to decide whether to open it. The subject line is second only to your sender name in importance, as you’d expect with a permission-based channel like email.

Marketers are clearly aware of the power of subject lines, but their efforts are often inconsistent and their results mixed. This line of text is a hotbed of mistakes that can distract and confuse subscribers and be embarrassing for the brand.

Let’s discuss five such subject line mistakes, sharing numerous real-world examples along the way. We’ll also provide advice on how to avoid making these mistakes.

>> Read the full post on the Litmus blog

The State of Retail Email Subscribe Forms in 2018With GDPR going into effect in May, many brands are having to make changes to their email sign-up processes to become compliant. But since you’re touching all of your subscriber acquisition sources anyway, why not optimize them so that they perform better?

The State of Retail Email Subscribe Forms in 2018 from Holistic Email Marketing and Pure360 will help you benchmark your email signup process and identify opportunities to improve. The report examines the subscription practices of 80 retailers, and includes advice and commentary from me and Komal Helyer of Pure360, Jordie van Rijn of Emailmonday, Jo Crawford of Mr. Porter, Kate Barrett of eFocus Marketing, Ian Rhodes of Ecommerce Growth Co., and Ben Davis of Econsultancy.

The report includes interesting findings on email signup form fields, signup calls-to-action, and much more. It includes some particularly novel advice around email consent when unchecked boxes are a requirement.

I encourage you to check it out. You’ll be sure to find a few tactics that will help you with compliance and boosting your list growth.

>> Download the free report from Holistic Email Marketing

The Last Word on February 2018

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

The Seven Hidden Measures Of Email Deliverability (MediaPost)

Are You Distracted by the Wrong Email Metrics? (Iterable)

The six challenges every email marketer must face (Econsultancy)

Insightful & entertaining tweets

Noteworthy subject lines

Nike, 2/9 – Show your Team USA colors
Nike, 2/13 – Chloe Kim: On top of the world
Fans Edge, 2/21 – Root For Olympic Gold In The Right Gear
Chili’s, 2/8 – $35 Valentine’s Deal for Two
ModCloth, 2/9 – You don’t have to wait for Valentine’s Day…
Victoria’s Secret, 2/13 – READY FOR TOMORROW?
Godiva Chocolatier, 2/13 – Need Last-Minute Valentine’s Gifts? Our Stores are Open Late!
Clinique, 2/5 – Share the love. FREE kits for two with purchase.
J.Crew, 2/10 – Your winter getaway inspiration, this way…
Hayneedle, 2/9 – Still hibernating? Time for a new bed!
Hayneedle, 2/24 – Indoor/outdoor dining faves – are you in or out?
Olive Garden, 2/21 – Get 10% off all online orders through Sunday!
White House Black Market, 2/6 – We Think This Pant Is Pretty Perfect…
Banana Republic, 2/8 – Zero Gravity Denim: comfortable, contouring, lifting.
Brooks Brothers, 2/10 – Stretch Advantage Chinos 3 ways
Horchow, 2/10 – Gold Tones: On-trend looks you want now
AutoAnything, 2/25 – The Results Are In….Meet Our 6 Best Sellers
Saks Fifth Avenue, 2/24 – Obsessed with beauty? Discover our Beauty Rewards program
Pier 1 Imports, 2/15 – You’re invited to Sip & Shop!
Michaels, 2/28 – Set an Alarm: 3PM – Close Bonus Coupon + Get in on the Slime Trend
Crutchfield, 2/8 – Our guides to headphones, wireless surround sound & more
Saks Fifth Avenue, 2/15 – What our Fashion Director is packing for London Fashion Week
Uncommon Goods, 2/5 – Because Six Stars Isn’t a Thing
ASPCA, 2/13 – Send Your Kitty-gram Today!

New posts on EmailMarketingRules.com

2018’s Email Marketing Priorities and Budget Changes

13 Email A/B Testing Mistakes

The Last Word on January 2018

Executive Summary: How to Overcome the Biggest Email Marketing Challenges of 2018

Do you know which email marketing challenges are holding your email marketing program back from achieving its full potential in 2018?

Litmus polled more than 600 marketers about eight major email marketing challenges—ranging from cross-channel coordination and strategy to data quality and metrics. But it’s not enough to simply recognize the challenges facing your email marketing program. You need a plan to address those challenges.

With this 11-page executive summary, you will…

  • Understand the biggest challenges facing email teams
  • See how challenges like poor coordination and inadequate tools impact email marketing success
  • Get actionable advice on how to overcome each challenge
  • Find detailed resources to share with your email team

>> Download the Executive Summary

Email Tactics Customer Hate webinar recording

There’s a disconnect in today’s email marketing technology. While some tactics are helping brands get closer to their customers, others are undermining their return on investment by pushing customers away.

For instance, 17% of brands are buying email addresses to grow their list and reach new prospects. However, many of those brands are among the 33% of brands that have been blocked and 15% that have been blacklisted in the past year.

In this webinar, I help you distinguish between the tools and tactics that improve your email program and those that hurt your program because they’re abusive and annoying. In addition to explaining why some of these tactics appear worthwhile on the surface, I discuss:

  • Tools and services to avoid
  • How to keep good tools from doing your program harm
  • Using the right metrics to draw conclusions

Along the way, I share research, examples, and frameworks that will help you ensure you’re spending your marketing dollars on the right email tactics and technology.

>> Watch the recording, download the slides, and read the Q&A on the Litmus blog

A Snapshot of the Email Professional

Nearly 3,000 marketers completed Litmus’ 2018 State of Email Survey, which explores how brands plan, build, approve, send, and measure the performance of their email campaigns.

In addition to fueling our State of Email Survey Research Series, those results provide a great portrait of today’s email professional, which we detail in the infographic below. Thanks again to everyone who took the 2018 State of Email Survey.

To see a snapshot of what our survey-takers look like in terms of demographics, work experience, and company information…

>> View the infographic on the Litmus blog

Email Marketing Priorities and Budget Changes for 2018

Personalization, automation, and A/B testing topped the list of 2018 email marketing priorities for brands, according to Litmus’ 2018 State of Email Survey of nearly 3,000 marketers. Other major email marketing priorities include optimizing the email creation workflow, exploring interactive email functionality, and growing analytics insights.

Those email marketing priorities are interesting in light of other research Litmus has done looking into the Top Email Design Trends for 2018 and The Biggest Email Marketing Challenges of 2018. They are also interesting when compared to planned budget changes across a range of email marketing activities.

For charts on email marketers’ priorities and budget changes for the year and a full analysis,…

>> Read the full post on the Litmus blog

Email Tactics Consumers Hate webinar

There’s a disconnect in today’s email marketing technology. While some tactics are helping brands get closer to their customers, others are undermining their return on investment by pushing customers away.

In this webinar, I will share the research and advice that helps ensure you’re spending your marketing dollars on the right email tactics and technology. We will discuss:

  1. How to keep good tools from doing your program harm
  2. Tools and services to avoid
  3. Using the right metrics to draw conclusions

Email Tactics Customers Hate: And Why Brands Continue to Use Them
Mar. 1, 2018
1pm ET / 10am PT / 6pm GMT

Your presenter:
Chad S. White, Research Director, Litmus

Can’t make it on Mar. 1? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar


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