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Chris Byrne is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

Email remains at the core of the consumer experience. The arrival of the iPhone saw an increase in the number of mobile inboxes with brands quick to take advantage of the uptick in message delivery opportunity.

Even though there are now multiple messaging tools, email remains free from gated curation by social media companies, with control of content delivery in the hands of the consumer. And for brands it remains the easiest way to create a direct connection with consumers.

GDPR presents a great opportunity to make the email channel the most trusted. GDPR is all about the rights of an individual in the EU that includes proof of consent and the right to be forgotten. Brands that comply with GDPR create a better experience for the consumer and end up on the right side of trust.

Email service providers will have to make significant software changes to comply. For example, under GDPR an individual in the EU has the right to be shown proof of consent, so from signup to welcome email, there has to be a simple way to provide this when asked to do so. Recital 83 requires that email providers have adequate infrastructure that is robust and can support encryption.


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