Email Lead Generation and the Revival of Email Marketing

Email Lead Generation and the Revival of Email Marketing

A huge number of consumers check their emails each and every day. Having a direct line to tens of thousands of potential customers’ inboxes gives companies a brilliant marketing advantage so it’s no surprise that email marketing is a popular tactic.

Why Email Marketing?

Email marketing provides the opportunity to communicate on a regular and direct basis with customers. It’s cheap and effective and, for companies with an online sales platform, it offers a very efficient route to the point of sale, pointing people to the exact products they’re interested in.

Furthermore, the more you think through and personalise the data lists your marketing team work from, the more accurate you can make new campaigns, targeting people with items they are more likely to show interest in. Using UK list brokers, businesses can gain access to opt in email lists and fully compliant data that has been specifically focused on a target group.

Hitting the Headlines

General advantages aside, email marketing has also made industry headlines in recent years as marketers begin to rediscover its benefits. According to one survey of 4,234 UK consumers, email is one of the most popular marketing triggers, with 64 per cent of consumers likely to pause their current task to follow an email link. The research, conducted by price comparison website Give as you Live, also revealed that email marketing tempts more consumers than social media posts and advertising, which each encouraged just 10 per cent to pursue a business link immediately.

A similar study mirrors these results, suggesting that the rise of the mobile device has triggered the revival of email marketing. According to an Experian study, over 50 per cent of emails are now opened on mobile devices, which are currently holding their position as the most popular type of device across the globe.

Fully Compliant Lead Generation

Despite the ease of use associated with email, many businesses struggle to meet the requirements of data compliance laws without significant financial investment.

Targeting polished campaigns at opt in email lists is the easy part, but ensuring those lists are fully compliant in the first place can require the help of industry professionals. Here at Seawave Media, we provide businesses with fully compliant data based on carefully compiled B2C lists and up to date email lists, which we can adapt to suit the needs of each business or individual marketing campaign.

As a top data provider, Seawave also provides a broadcast delivery service via multi-channel partners, boosting campaign cost efficiency and reducing the compliance responsibilities for individual businesses.

Contact us today to find out more about our email marketing lists and services.

June 17, 2016 / Uncategorized

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Email Lead Generation and the Revival of Email Marketing

In May 2018, the new GDPR regulations become enforceable for all countries operating within the European Union. The new legislation establishes stringent changes to the way companies collect and process data and even more stringent consequences for those companies that fail to make their data fully compliant. And there’s not much chance that Brexit is going to make any difference; the regulations will become firmly established into law by the time we’ve left, and show little chance of being repealed afterwards. So, if you’ve not already optimised your consumer data processing practices, it’s time to start.

Opt-in data changes under the GDPR

One of the most profound changes that the GDPR will establish is in the way that businesses collect data. Whereas before you could operate under an opt-out policy, ensuring customers had to specifically declare that they didn’t want their data processed, now the opposite is the case. An individual now must actively volunteer their data, with tick boxes being the preferred method. Here are some other details the GDPR specifies:
  • As a default, tick boxed should be un-ticked. There should be further options available that allow the user to select the type of marketing correspondence they wish to receive; email, phone or mail.
  • The data subject is permitted to opt out of data processing at any point after opting in.
  • Consenting to data collection should not be a condition of service.
  • Sending someone an email to ask them for marketing permission is not permissible.
These changes will create profound challenges for companies looking to generate leads from marketing. What’s more, there’s a maximum fine of up to 20 million Euros, or four per cent of global turnover payable for a breach of these regulations; a figure that’s easily enough to send smaller firms into administration.

How to demonstrate data compliance

If companies choose to continue processing their own data after May 2018, there are a number of policies they will have to implement in order to demonstrate their GDPR compliance: • Appoint a data protection officer if at all feasible. • Carefully record and document all data processing activities. • Implement data minimisation and ‘pseudononymisation’ guidelines that adhere to the new regulations. In short, the data protection regulations that come into force next year are a minefield. The entire document clocks up just under a hundred individual articles that need to be adhered to.

Fully compliant data experts at Seawave

The team here at Seawave Media have a professional and comprehensive knowledge of the GDPR and other data protection regulations. It’s of vital importance to us that we operate to the highest data protection standards, and provide the most optimised and highest quality data possible within these regulations. Our goal is to ensure every legal box is ticked, while still providing you with high value consumer lifestyle survey leads that deliver a great ROI.

Contact us today to find out more about how we can help optimise your lead marketing strategy, both right now and after the GDPR regulations come through in May next year.