Revealing the Report: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018 Holistic Email Marketing and Pure360 have come together to provide you with this insightful webinar, enabling you to gain insights on the state of email subscribe forms, as well as GDPR, from some of the industry’s finest email marketers, Kath Pay of Holistic Email Marketing & Komal Helyer of Pure360. In January 2018 we subscribed to emails from 80 different retail brands of all sizes, markets and name-brand familiarity and put all the findings together in a report, Preparing for GDPR: The state of Retail Email Subscribe Forms in 2018. This webinar will discuss the insights discovered within the report plus: - Hear expert advice from Komal Helyer of Pure 360 and Kath Pay of Holistic Email - Learn from these findings, to help you shape and plan your forms in readiness for GDPR - Be equipped with ideas to test to ensure that your list will grow beyond May 2018 https://www.holisticemailmarketing.com/in-person/holistic-live/holistic-live-connect/webinar-preparing-gdpr-state-retail-email-subscribe-forms-2018/

1. Optimising your forms for
increased conversions and GDPR
By Kath Pay & Komal Helyer

2. Komal Helyer
Marketing Director
Pure360
Kath Pay
Founder & CEO
Holistic Email Marketing

3. This webinar will be available to re-watch on-demand
immediately after the webinar has finished.
If we have time at the end we will do a Q&A. You can ask
questions at any time.
We value your feedback and would appreciate your rating of
the webinar as well as any comments at the end!
Housekeeping

4. @Komal_Helyer
@Pure360
@KathPay
@HolisticEmail
#HolisticLive

6. About us
Marketing
Automation Suite
Powered by email
A journey
Taking clients on a
journey of
improvement
Unique combination
Best of breed tech and
framework
Industry-leading
Maturity Model

7. Why is getting permission important?
Subscribers order at least 25% more frequently than non-
subscribers
Subscribers spend at least 6% more than non-subscribers
Active subscribers are 38% more likely to return for a follow-
up purchase than non-subscribers
Inactive subscribers are 26% more likely to return than non-
subscribers
Inactive subscribers are worth 32% of active subscribers
(That’s a good reason for not scrubbing them from your
database.)
Source: Mailchimp February 2018

9. Subscribe forms

10. 3 Steps to Gaining
Permission
In the age of GDPR

11. Follow BJ Fogg’s Behaviour Model
1. Build up their motivation
2. Make it easy for them to act
3. Ask for the action at the right
time

12. 1. Build up their motivation
3 Steps to Gaining Permission

13. Be visible
87% of brands put the
signup BELOW the fold
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

15. Don’t assume
Only 46% of subscribe forms
listed clear benefits
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

17. 2. Make it easy to act
3 Steps to Gaining Permission

18. Don’t make them choose
15% of brands positioned
social media links ABOVE
the email signup
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

20. Value exchange is key
39% of retailers used only 1 mandatory
field in the subscribe form, while 50% had
no optional fields and 21% use progressive
sign-up to gain permission and then gather
more data in follow-up contacts
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

22. Don’t make them think!
What happens if I don’t consent? Do I receive the newsletter?

24. Version A: Short statement above the “Continue” Call To Action
button, outlining sign-up requirements
Version B: No statement outlining sign-up requirements
Winner! 15.61% uplift in checkouts at 97% confidence
www.behave.org

25. 3. Ask for the (right) action
at the right time
3 Steps to Gaining Permission

26. Be persuasive
1 in 5 retailers uses
“Submit” as the call to
action
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

28. Be transparent

29. Use all opportunities

31. Account Registration
Forms

32. Among retailers that allowed account
registration, only 36% had a clear and
obvious registration button.

34. 38% of registration forms DON’T allow
customers to register using the same
email address that they had just
signed up with.

36. Most account registration forms have 5 to
7 mandatory fields, while 59% of brands
offered either no optional fields or just 1.

37. 0%
7%
11%
5%
18%
16%
18%
4%
13%
21%
18%
8%
5%
1%
0%
3%
0%
1%
0%
5%
10%
15%
20%
25%
1 2 3 4 5 6 7 8 9
Percentage
Number of fields
Number of fields used in Registration Forms
Mandatory fields for registration forms Optional fields for registration forms

38. 84% of registration forms had tickboxes
asking for marketing permission.

40. However, 49% of tickboxes
were pre-checked

42. After completing registration, 64% of
registration forms take customers to
their account page/preference settings

44. Only 43% of retailers sent an account
registration confirmation email.

46. “The GDPR is raising the bar for consent. Marketers must
explain more, be more transparent, but keep the
language simple and concise. Under the GDPR consent
can’t be bundled with any other agreement, can’t be a
condition of a service and consent opt-in boxes can’t be
pre-ticked.”
Steve Henderson, Compliance Officer, Communicator
GDPR Changes

47. No more….
• Pre-ticked check boxes
• No opt-out marketing
• Wrapping it up in your T’s & C’s
• Confusing instructions

48. Way more…
• Clear (and provable) consent
• Persuasive copy
• Transparency

49. So what’s the
problem?

50. “A general “law of least effort” applies to
cognitive as well as physical exertion. The law
asserts that if there are several ways of
achieving the same goal, people will
eventually gravitate to the least demanding
course of action...
Laziness is built deep into our nature”
– Daniel Kahneman,
Thinking Fast and Slow

51. 84% of registration forms had
tickboxes asking for marketing
permission
BUT
49% of tickboxes were pre-
checked
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

52. We are wired to go with the default option. So if the default is
now an un-ticked checkbox – they’ll stick with this.
The ‘do nothing choice’
So what’s the answer?
Don’t provide a default so that the customer needs to make a
choice. Give them a yes/no option.

54. If we’re not careful we could bring about a
paradoxical situation
GDPR was designed to help the consumer
However, if we don’t think it through from the consumers perspective,
we could inadvertently make the customer experience worse for them
We need to stay focused on the consumer & test to determine what
copy, process, number of forms, CTA’s etc. will reap the best results
– for both them as well as us

55. Summary
• Don’t blindly follow others
• Think about the customer and
their experience – GDPR is for
them after all
• Test for the best results –
don’t leave it to chance
Download the report: http://bit.ly/2GsSd8P

56. The Broadcaster
The Segmenter
The Recommender
The Predictor
Broadcast to as many people
as possible
Focus on lead generation,
traffic, opens, clicks
Small database
Limited resources
Sending relevant targeted
campaigns to demographic
segments
Focus on increasing revenue
and engagement
Struggling with disparate
systems and databases
Sending frequent targeted
campaigns, product
recommendations and
upselling
Focus on building relationships
and loyalty
Increasing use of data
Reliant on IT resources for data
management
Struggling to achieve a single
customer view
Sending based on lifecycle
engagement and behavioural
predictions
Focus on retaining customers,
increasing loyalty and
generating scalable revenue
Struggling to stay ahead of
competition and perfect
automation capabilities
The Pure360 Maturity Model

57. Consulting / Training / Workshops
www.holisticemail.com
Strategic Consulting
Lifecycle Marketing Audits
Email Creative Reviews
Customer Journey
Optimisations
ESP Vendor Selection
List Growth Strategy
Segmentation Strategy
Email Marketing Strategy
Lifecycle Marketing
Automation
1st Purchase Programmes
2nd Purchase Programmes
Abandonment Programmes
Replenishment Programmes
Win-Back Programmes
DISCOVER DEVISE DEVELOP

58. With
Manchester
08.30 – 11.30, 25th April
etc Venues
11 Portland Street
Manchester, M1 3HU
London
08.30 – 11.30, 2nd May
etc.venues
8 Fenchurch Pl
London, EC3M 4PB
holisticemail.com/in-person/holistic-live/holistic-live-together

59. www.holisticemail.com
hello@holisticemail.com
@holisticemail