This document discusses how the General Data Protection Regulation (GDPR) impacts growth marketing tactics and strategies. It notes that GDPR requires explicit consent for email campaigns and marketing automation. While legitimate interest can apply for some business-to-business lead generation, database purchases will no longer be allowed. The document encourages adopting standards of transparency, privacy, security and a good user experience to build sustainable growth. GDPR is framed as an opportunity to do marketing right and protect users' personal data.

1. Judy Boniface-Chang
CMO Mailjet
@JudyMailjet
Growth Marketing
in the Era of
Privacy Protection

2. Mailjet Growth Journey

3. Europe’s Leading
Email Service Provider
All-In-One
Email Solution
World-Class
Deliverability
Tailored Support
& Consulting
2 Billion
Emails sent
each month
ISO 27001 Certified
GDPR-Compliant

5. GDPR is the most far-reaching
change to data protection
in our generation

7. What Happens If You Don’t Comply With
GDPR…
Financial RiskBusiness ImpactClient Retention

8. 47%
34%
91%
29%
collect
personal data
have a data breach
notification plan
always ask
for consent
actually encrypt
their collected data
The Ultimate GDPR Quiz - www.ultimategdprquiz.com

9. Source: The Chartered Institute of Marketing
“41%of marketers admit to not
fully understanding both the law and
best practice around the use of
consumer’s personal data.
”

10. How does GDPR impact Marketing?
Data
Permission
Data
Minimization
Data
Rights

11. What about growth marketing tactics under
GDPR?
Marketing
Automation
Email
Campaigns
Referral
Programme
Lead-generation
Activity

12. Database purchases will be a thing of the
past

13. Email campaigns should have explicit
consent

14. Legitimate interest could apply for B2B lead-
gen
Source: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/lawful-basis-for-processing/

15. No marketing automation without explicit
consent
Source: https://www.emailvendorselection.com/customer-data-platform-cdp-evolution-marketing-automation/

16. Are data enrichment tools GDPR compliant?
Enrich Data with
Visitor Profile
IP Address from
Web Traffic
Personalise
Messages

17. Tread carefully with referral programs
CAUTION
Refer with Caution

18. Growth is not a hack
It is a strategy

19. Source: slack.com

20. “Sustainable growth comes from
understanding your best customers and how
to find and acquire more of them”
- Sean Ellis, Founder & CEO GrowthHackers

21. Adopt new standards of transparency and
UX
UX Driven Loyalty
+ Privacy
+ Transparency
+ Security
Source: https://www.iamnotmypixels.com/is-your-experience-gdpr-ready/

22. GDPR is your opportunity to do marketing
right!

23. Questions?
Let’s Chat:
judy@mailjet.com
Links You’ll Like:
www.mailjet.com/gdpr
www.ultimategdprquiz.com
www.dma.org.uk/gdpr
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