Email Marketing Finished?…Is that True After Implementation of GDPR

Hay marketeers, alert!

THis is sandeep and i am telling you a fact than can not be swollowed but you will have to. Here my experience and thoughs on GDPR are why third-party data will soon be a thing of the past now we’re in a post-GDPR world and tells us how marketers can transform their online strategy and win at retention marketing.

Problems with third party emails:



With GDPR in full force, the days of third-party data are numbered. The regulation has been the catalyst for concerns around how companies are using our personal information, and there is heightened awareness around how anonymous third-party data cookies are tracking us around the internet. In a post-GDPR world, sensitivity to intrusive online ads has never been so strong.


It’s a justified cause for concern. Imagine going into a store and someone walking up to you to sell a  t-shirt – it wouldn’t feel right, and that’s exactly what ad space is doing. You could be on a travel website and another completely different company, with no affiliation, not only knows that you’ve been there but that you’ve made a purchase.

This abuse of third-party data has become the norm, with too many companies crossing the line and violating consumer’s privacy. Let’s not forget, this practice has been technically possible and legally allowed. What Facebook and Cambridge Analytica did, for example, didn’t break the law. They abused something they were allowed to abuse.

In this situation, marketers need to be prepared for a backlash on a much wider scale, and for the spotlight on ethics to kill acquisition marketing. Data management platforms , which currently allow marketers to access huge volumes of third-party data way beyond the resources of the individual marketer, will become a thing of the past – marketers will at least have to accept that there will be radical changes or limitations for these platforms to function within GDPR .

Retention marketing is an option?

This will put significant pressure on Business development persons to provide the best possible experience to existing customers, targeting known email addresses and mobile numbers instead of using cookie crumbs.

The beauty of retention marketing is that the brand has already won the customer over at some point in the past, so they’re likely to be more receptive to personalised content and engagements.

Turning subscriber data into a most valuable asset:

The next challenge for marketers is to maximise spend on retention marketing and make subscriber data a powerful addition to their strategy. For example, as customers voluntarily follow a brand’s social channel, it makes sense to tap into this as much as possible. Retention marketers have the opportunity to transform communication and capitalise on tighter customer relationships across the digital journey.

Marketers can extend their reach across networks without diluting targeting focus and can drive engagement to provide comprehensive, exciting customer journeys. The critical aspect here becomes the marketer’s ability to accurately match first-party data with network profiles to target users on networks such as Google and Facebook.

In a post-GDPR world where consumers expect – and deserve – a more responsible use of their data, the key to success is building personalised customer journeys that inspire customers to keep engaging with the brand.

By combining Subscriber data with sophisticated marketing platforms, and being aware of the changing digital habits of consumers, marketers now have all the ingredients they need to seriously transform their online strategy and win at retention marketing.


So marketeers please do have these things in mind before doing third party emailing and focus on subscriber data

Sandeep Singh Gaharwar

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