In recent months, but especially in recent days, a lot of excitement has been rising around the entry into force of the new General Data Protection Regulation or RGPD (or GDPR in English).
We all knew that May 25, 2018 was the deadline, but it is not until these days that young and old are putting their batteries in fine-tuning their websites and databases .
In addition to the confusion about what we should do or not do in each case , we face one of the great fears of every Owner/Partner/Shareholder Email Lists specialist : the regularization of our databases. Whether they are obliged or not, many portals are sending an email according to the gdpr of the database to regularize the acceptance of the legal terms of registered users before May 25. The trickle of emails these days is incessant.
If I regularize my email database, I will lose half of the records!
All of us who handle databases these days face this dilemma:”I have to regularize my database or database by the new RGPD or GDPR, if I do I will lose a large percentage of my records and if not, I risk a possible fine.”
Because we have no clear legal requirements we must fulfill (the resources of the web of AGPD are numerous, but after a good time browsing them remains unclear we have to do in each case. In my opinion they should explain it a simpler way, because in reality it is not complicated at all), we are faced with the decision of whether to send the email that regularizes the email database according to the gdpr or email database not.
It is our great fear, if I comply with the law I lose records and if I do not risk being fined.
What happens if you lose half of the records in your email database due to the GDPR? NOTHING
Many of you will be thinking that I have gone crazy. But let me explain.
What is your objective of your email marketing strategy ? Send them a communication and get a response, right? And who responds to these emails? Those who are really interested, those to whom you truly add value.
Or seen from another point of view, what is the average opening percentage of your shipments? Normal average percentages are usually around 30%.
What does it mean? That for 60-70% of your database your shipments are not relevant. It is true that we cannot apply a fixed rule, because those who open your emails are not always the same. Some may open one out of every n shipments.
The reality is that there is a base nucleus that open them regularly, a percentage that do so from time to time and a large majority that do not unsubscribe in case you send something interesting or simply because it is faster to delete the email than to give themselves away. unsubscribe (your emails have become gray mail . They are not spam, but they do not pay attention to them).
What will happen if you regularize your email database to the new RGPD?
In the event that you have to send the email to regularize your email database, the following may happen:
“Temperate” users (those who open any of your emails): part of them will accept it and you will lose the rest.
Inactive users (those who never or almost never open your emails): you will lose the vast majority.
Practical case: how many records are you going to lose?
Let’s take a practical example to play with the numbers and try to arrive at a figure.
You have a database of 1,000 records and an average open rate of 30% :Loyal users : 300. Assuming that 80% accept, you would lose: (1,000 * 30% = 300. 300 * 20% = 60) 60 (6%) .
“Temperate” users : assuming they are the difference between the average opening and the maximum opening (in my case that number is 20%) and that you lose half of them, you would lose: (1,000 * 20% = 200. 200 * 50% = 50) 100 (10%) .
Inactive users : we are talking about the remaining 50%, that is: 500 records. If we assume that we lose 85%, we speak of: (1000 * 50% = 500. 500 * 85% = 425): 425 (42.5%) .
In other words, we would lose (under these pessimistic assumptions): 60 + 100 + 425 = 585 (58.5%)
Suppose we define a series of conditional shipments (automation marketing) and we manage to recover an extra 5%. In the end we are talking about losing 53.5% of your email database These calculations would have to be done with real numbers from our databases. My goal is that you have a starting scenario and a simple methodology to do the calculations based on your data. It is clear that losing 48% of an email database can be a drama, but how much of the database have you lost? The one that never or almost never responds to your emails, so what have you really lost? NOTHING.What you have really done is clean your email databaseAfter the regularization, your open rate will be 80-85%, and the number of clicks will be similar to what you had before. In a few weeks you will have practically the same traffic again and you will have gained the awareness that for your database to be really useful in your DE Phone Number strategy, you have to send relevant content, you have to segment, monitor the frequency of shipments, etc. …. In other words, you have to do email marketing for real .