The desperate run up to get people to re-opt in. Campaigns, opt-ins, opt-outs. Give us your contact data in exchange for a prize. Some companies you remember, some you don’t. There’s some you’re happy to keep receiving emails from but not that interested enough in to actually click a link, and there are some whose emails you just can’t live without!
May is here, and with May come the new EU GDPR regulations. In the desperate run up to the 24th May companies are planning what to do with their email marketing data. Re-opt in, ‘repermissioning’ – whatever phrase you choose – is the goal.
Will your Inbox suddenly go quiet on 25th May? Will we hear the sounds of email lists being crushed, deleted and thrown out? How will we feel the first time we receive a ‘cold’ email after this date? Is that company a maverick or do they simply not know? Do we report it, or not…? And who to? Do we actually care?
Now what? Many businesses may be asking how they are going to continue with their lead-gen? And what impact is this going to have?
If businesses are no longer doing email marketing for lead generation, do they move the budget for email lead-gen over to AdWords and other Pay-Per-Click (PPC) practices? Are Cost-Per-Clicks (CPCs) going to increase? Is Direct Marketing going to make a resurgence? And will we get fed up with that again, like we were in the days before email marketing became mainstream?
One of the biggest questions is whether companies are actually going to find themselves getting stiff fines for cold email marketing? If crossing the ‘red line’ goes unpunished, there may be a resurgence.
If cold email is part of your strategy it needs to change (and it should have already). If it’s not you don’t need to worry so much, however, as mentioned above, the channels you are marketing in may become a lot more competitive!
As discussed in a recent blog post, marketing needs to go back to ‘digital marketing basics’.
This may be defined as:
In the past marketing was organised around a long-term strategy. Back in the 50s it is unlikely you would have bought something the first time you saw a TV ad, but after a few views and ads in other places you might be persuaded to buy it.
A first time visit to your website is unlikely to yield a conversion. Quick win digital marketing tactics like cold email marketing or conversion focused landing pages may have worked (and still work). But if you haven’t done it already, you now need to start taking a longer-term view of marketing (again!).
From our inception in 2009 to now marketing has constantly changed and evolved. As a marketing agency we’ve had to keep up and keep ahead. GDPR and the change in marketing is just one of the trends explored in our recent white paper: 7 Smart Ideas to Market your SaaS Business in 2018.
Xander Marketing works in partnership with SaaS businesses around the world to support growth through new customer acquisition, increasing leads, generating more website traffic and raising industry awareness. If you lack the time, resource or know how to undertake marketing then get in touch and book your free one hour consultation.
When it comes to marketing, SaaS has its own set of rules!
Get leading edge insights into marketing your SaaS business by downloading our free white paper.