GDPR: Retain Subscribers with the Right Subject Line

GDPR: Retain Subscribers with the Right Subject Line

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The EU’s General Data Protection Regulation recently came into force. As a result, many email marketers have been required to contact subscribers who haven’t yet made purchases and request permission to continue emailing them. The GDPR privacy policy requirements include a provision that email marketers must obtain this permission from subscribers who aren’t yet paying customers.

Unfortunately, early statistics indicate that most American internet users are not opening these emails. Marketers who continue to send GDPR emails without receiving confirmation could sustain penalties from the EU. On the other hand, if they comply with the GDPR privacy policy requirements, they could stand to lose a significant portion of their subscriber base.

If you’re a marketer affected by this change, it’s important to craft a subject line that entices readers to open your GDPR privacy policy email. Keep the following tips in mind for your GDPR email marketing to achieve this goal and keep your subscribers.

Be Honest in Your GDPR Privacy Policy Email

If you’re involved in GDPR email marketing directly, it’s easy to forget that many of your subscribers may not know that they need to confirm they want to continue receiving emails. Thus, it can be helpful to simply send a GDPR email with a clear subject line.

In it,  explicitly state that readers won’t continue receiving your messages if they don’t open the email and give you permission to send them. A subject line that briefly indicates you’ve made changes to your privacy policy won’t attract much attention. On the other hand, one that clearly explains why they need to open the email will be far more effective in getting them to open the email and comply with GDPR email privacy policy requirements.

Enhance GDPR Email Marketing By Using Their Name

Did you know that simply including a subscriber’s name in the subject line of an email can increase open rates by as much as 50%? People notice when a subject line is personalized. In a crowded inbox, it’s a simple but effective way to get someone’s attention when you want them to open your GDPR email.

Segment Your GDPR Email Marketing List

According to MailChimp, segmenting your email list also boosts open rates. If you’re sending out a MailChimp GDPR email, segment your list so you can tailor your subject line to each sub-group’s interests or needs.

For instance, perhaps you’re marketing an apparel brand. Some of your customers may live in regions where emails about winter clothing are consistently relevant. A subject line like, “[Customer Name], click here if you want to keep receiving emails about winter gear” will be stronger than a generic one that you send out to all your subscribers. It also contains action words to motivate a recipient to open your GDPR privacy policy email.

While some marketers are struggling to get subscribers to notice when a GDPR-compliance email arrives in their inbox, with the right subject line, this doesn’t need to be a problem. The above tips will help you reach potential customers and grab their attention, all while remaining compliant with GDPR privacy policy requirements. As a result, changes to privacy regulations and optimizing your GDPR email marketing won’t have a major impact on your subscriber base.

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