Email Marketing — Still #1 — Even After GDPR

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Image by MARVIN TOLENTINO on Unsplash

When Friedrich Nietzsche, the German philosopher, famously said, “That which does not kill us makes us stronger,” is it possible he was thinking about email marketing?

Over the years, email marketing has faced many threats from all manner of competitive media and has overcome them all. SEO, paid search, social media marketing, content marketing — well, they are all good but not quite as good as email marketing, and it could be suggested that email marketing makes them all better. At iContact, we believe that email marketing is the profitable component of everything else you do to promote your business.


This year’s BIG THREAT to email marketing was GDPR (check out this post for everything you need to know about GDPR), and I’ll be honest — it certainly shook up the industry more than any previous threat.

In the run-up to the implementation of GDPR on May 25, 2018, as with any big change on the horizon, some people worked diligently toward ensuring they were compliant while others ran around like headless chickens or simply buried their heads in the sand.

The good news is, on the other side of the implementation of the regulation, email marketing is emerging stronger than ever.

In fact, I have suggested on this blog that we may be entering a golden age for email marketing.

People Still Love Email Marketing

This theory is backed up by research conducted by the DMA.

According to a report in The Drum, a survey conducted by the trade association suggested that 73% of those questioned said email is their preferred marketing channel. This put email marketing ahead of eight other marketing channels, including social media, text message, online (i.e., web banners), face-to-face, messenger apps like Facebook Messenger and phones.

Speaking to journalists, Rachel Aldighieri, managing director of the DMA, said, “It is encouraging to see that GDPR hasn’t had a negative impact on consumer perceptions of email marketing. Evidently, it remains a key way to engage customers when it is used to promote the right opportunities at the right times. Marketers should take note and ensure all their communications use simple, tailored messages.”

With email held in such high regard by the general public, as marketers, you’d be foolish to ignore such a potentially lucrative opportunity.

How are you breathing new life into your email marketing campaigns post-GDPR? Share your comments below:

This post first appeared on the iContact Email Marketing Blog.

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Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile:

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