These slides are from Stafford Sumner's talk at Digital Gaggle on Wednesday 7th November in Bristol. Stafford, CEO of Jarrang, taught the attendees about all things email marketing!

1. How to ride the GDPR wave and
send better emails in the process
Wednesday 7th November 2018

2. • Founder & CEO Jarrang - one of the UK’s leading
independent email marketing agencies
• Started in 2003 - worked with hundreds of clients,
on thousands of campaigns, sending millions of
emails
• Began email marketing to support business
development/ intelligent lead generation
THE CREDS…

3. THE CREDS…
• We now work with businesses and agencies to get
the best out of their email marketing programmes
• From ecommerce and financial services, to hotels
and brand owners
• Hoping to share some of that collective learning
and experience with you all today

4. Why email and what now?
There has been an average, 50% reduction
in database size since May 25th

5. When used for growth and retention of existing customers, email
marketing is the digital channel with the highest return on
investment and has been for the past ten years.
(Venturebeat)
BUT…

6. The end is nigh...
• Lots of worry about the 25th May
deadline for GDPR compliance
• The world was swamped with
misinformation and a bit of panic
• May 24th - 27% more emails sent
than Black Friday 2017

7. The dawn of a new era...
• May 25th wasn’t the end, it was the beginning - an exciting
beginning!
• It’s an opportunity to regain trust and build deeper relationships with
customers
• Smaller but more engaged databases
• More frequent conversations with fewer people
• GDPR provides many new opportunities for devising and executing
even better email marketing campaigns

8. • Widespread, unnecessary use of re-consent
emails - caused significant damage to databases
• Make the fundamental changes - GDPR isn’t a
box ticking exercise
• Update that Privacy Policy - always provide a link
to your privacy notice
• Privacy is paramount from the outset - Privacy
Impact Assessment (PIA)
Compliance and rebuilding that
database...

9. • Be transparent with what you are going to do - people
know the value of their own data
• Know where your data came from - ditch the non-
compliant or excess data
• Use a master list to manage all your data - ensure you
suppress unsubscribed and non-compliant contacts
Compliance and rebuilding that
database...

10. Compliance and rebuilding that
database...
• The chances are that you can continue to market to past
customers without additional consent - T’s and C’s apply!
• Consent requires clear and positive action – tick-box is
best
• Pre ticked or non action is frowned upon - be fair and
transparent
• Competitions & ebooks no longer mean automatic addition
to mailing lists - get consent

11. 10 top tips
It all starts with data - get the foundations right

12. 10 top tips
Have a knock-out subject line -
remember the preheader

13. 10 top tips
Have a purpose - be clear about why you
are sending this email

14. 10 top tips
Keep it simple - short emails, straight to the point

15. 10 top tips
Have a powerful Call to Action - tell them
what you want them to do!

16. 10 top tips
Optimise your landing page - capture the
clickers

17. 10 top tips
Design and build for multiple devices

18. 10 top tips
Know when to send - look at the stats

19. 10 top tips
Test, Test, Test - measure twice, cut once

20. 10 top tips
Measure the results and refine - give them
what they want

21. Audit your data - jettison the junk
Word to the wise...

22. Use animated images and engaging
functionality to stand out from the crowd in
the inbox
Advanced Design

23. Use your data to serve up relevant content to
different segments
Dynamic Content

24. Marketing Automation
Use trigger based journey’s to really
connect with your customers

25. FREE DOWNLOADS
GDPR makes email marketing easier and
more effective - it’s the future, and it’s
looking good.
jarrang.com/downloads
Stafford Sumner
hello@jarrang.com