We made it! We are on the other side of GDPR and we survived. Nobody came banging on our doors to check our compliance and we haven’t received any fines or penalties. Phew! There were times during all the hysteria and hype I wondered if we would ever make it through and if we did what the post GDPR world would be like.
So, here we are and I for one think life after GDPR is full of potential for indie beautypreneurs. The new rules and regulations really play to our strengths. They encourage conversation, engagement, and sharing. All things we excel at!
I have been contacted by many of you concerned that your email lists have taken a battering and that it feels like you are starting over again. A lot of founders have also expressed concern on how they can build their lists back up in a GDPR compliant way and a load of you have asked whether email marketing is even relevant anymore.
So, I thought I would tackle the issue in my blog. I’ve put my thinking cap on and come up with 5 ways to boost your list by providing your followers with super value whilst being GDPR cool and I give you my top reasons email marketing is as relevant if not more relevant in the age of data security.
Does email marketing still have a place in the post GDPR world?
I am a huge believer in email marketing. I earn my living mainly from the weekly blog I email to you. I have been writing that blog for nearly 4 years now and my experience shows that email marketing gets you closer to your followers than any other marketing medium. You get into your followers sacred and protected inboxes. People only give away their email details if they like you. They’re not just passively coming across you on social media they like you enough to actively give you their data. That is super powerful in this post GDPR world.
If you treat your email list as the special people they are, give them value, give them advice, give them motivation and share experiences you can build really strong relationships that will lead to sales. The key is to share content with your special list that you don’t share anywhere else. Make them feel like your VIP possie.
What GDPR has done is make your incredible emails more visible. Your follower’s inboxes are much emptier than they were. Emails that they want to read stand out. Your list have more time to read emails now as well. Since GDPR my opening rate has gone up from 35% to around 55-60%. That is awesome. We have a lot to thank GDPR for!
Now, I don’t want to go off on one about email marketing and believe me I could as I am soooooo passionate about its major role in any indie brands marketing strategy. If you want to know more get in contact by emailing me [email protected] as I have an online masterclass available which teaches you all you need to know to get blogging and rock email marketing. I have also written a number of blogs about it. I will pop links to them at the end of this page.
How does GDPR affect the way you email market?
GDPR means that we can only market through email to followers who have given us express consent. This means they need to sign up to our email list for the most part using GDPR compliant forms on Mailchimp or any other list manager software.
We have to be very clear about what they are giving consent to and when we email we must only talk to them about that subject.
We are not allowed to bundle consent. This means we can’t offer a freebie and say that once they have received the freebie they will continue to receive our newsletter.
Old school marketing techniques taught us to create freebies otherwise known as lead magnets or opt-ins. We enticed people onto our email lists by offering them something cool for free. The problem is we were never transparent about the fact that after they received the freebie they would be added to our general mailing list. One of the main ways that GDPR affects us is that we can no longer do this.
We have to be open, honest, transparent and authentic in all our communication. But like I said earlier these are the main traits of a beautypreneur so it really does work in our favour!
So you can see that some of the marketing fundamentals we have been using in our business have to change. They are old school and we need to get new school fast.
5 GDPR compliant ideas to build your email list.
- The mega opt in
I’ve seen loads of people say there is no place for opt-ins or freebies anymore and that email marketing is dead. I think they are wrong. I think the opposite is true. Let’s take a look at opt-ins first. I think a mega opt-in, something that has serious value, that really provides your followers with useful information that will make a difference to their life is still the best option to catch the attention of potential customers and get them engaged with you. If you deliver this freebie to your followers in a sequence of emails over a period of time then you have a real opportunity to show them who you are, what you stand for and impress the blooming socks of them. If you’re not sure what I mean when I say mega opt in sign up for my Beauty Brand Starter Pack by clicking HERE. It’s a 12 day sequence of emails. Each email is packed with awesome advice you can use to grow your business.
Now, as I mentioned earlier when you offer this opt-in you can only send the opt in and nothing else to the person who signs up. You can’t add the details of the person to your newsletter list for example. You can however give them the opportunity to join that list as part of your opt in emails. In my Beauty Brand Starter Pack I mention joining my VIP email list about 6 or 7 times. I explain why joining that group is beneficial and so far most people who have signed up for the pack have also signed up to receive my weekly blog as well. And why wouldn’t they? If you are delivering seriously great content in your opt in of course they are going to jump at the chance to get more! And look even if they don’t sign up to your newsletter or blog you have still given them a wonderful experience that they will remember.
Mega Opt Ins are a permanent fixture on your website and something you should promote regularly across your social media.
- Big up your blog
Do your followers know that you send an awesome blog out to a very special group every week? My guess is NO they don’t. Start bigging up your blog on social media. Talk about what you are sharing and make it clear people need to be on your email list to get it. Highlight the value you give your special group and signpost followers to your blog sign up. Over time the message will get through and people will join the list. They will be enticed by the exciting information you are sharing. Be consistent and big up your blog at least once a week.
- Mini Opt Ins
These are short and sweet. They pop up and disappear fast. They should be fresh and topical and capture the attention of your followers. We are fast approaching the summer holiday season so you could design a healthy sun skincare guide, a beach ready nail care guide, a list of ideas to keep kids happy on a long journey, a top ten holiday reads. Just get your thinking cap on. Once you have your idea up and running make sure you blast it out on your social media. And don’t forget to remind anyone who signs up that you offer great content like this to your special email group every week and so it would be well worth them signing up and then provide them with the link.
- Video marketing
Use Facebook Live and Instagram Stories and Live to share your expertise. You could do a weekly show, or a daily tip, or you could interview an expert on something your followers love. As part of the video talk about your email list and how people on the list are getting this kind of content regularly. Really show the benefit and value email group members get and include a link so people can sign up.
- Go mobile
I know many of you sell at markets, craft shows and events. This is a great opportunity to get people onto your list. You are talking to them face to face, they are buying from you because they like what they see. If you can capture their data on your list it gives you the opportunity to develop the relationship and turn them into repeat customers. If you have a tablet and there is internet coverage at the event encourage your customers to sign up. Under GDPR you can also manually take names of people who are happy to be added to your mailing list. When you add them your email list you need to make a note against their details to record exactly when and where they gave you verbal permission. I would recommend creating a new list and naming it the event their data was gathered at.
WOW! That was a mega blog!
I really want to show you that email lists and email marketing have real value in the post GDPR world. It’s such a good way to build relationships with your followers and should be one of the main pillars of your marketing strategy. I also hope I’ve given you some easy ideas and inspiration on how you can encourage people to sign up to your list. Now it’s over to you to. Don’t forget I do have an online email marketing masterclass for you to purchase and take a look below for all the other blogs I have written about email marketing.
Loads of indie hugs and love, Rachel xx
P.S. If you’re not a member of my extremely special email group then you are missing out. I blog once a week and they are packed with this kind of information which you can pick up and use to grow your business. Click HERE to become one of my VIPs.
Here a a few more blogs I’ve written about email marketing. They were written before GDPR but they are still relevant as long as you remember you need to get consent to send a freebie and then consent to add them to your email list now. Enjoy!
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