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The European Union is giving marketers the world's best excuse to reconnect with customers

The pain of General Data Protection Regulation (GDPR), the European Union's new privacy law which becomes effective in May, is truly present in the necessity of expiring some customer data and archiving the customer's consent to receive messages. Welcome new fields into the customer database and schedule regular data purges. 

The good news is that we can no longer delay confirming our customers' interest. We should all be using this opportunity to upgrade our customer relationships. 

Really Good Emails: Examples of GDPR Consent Emails from MacDonalds, AutoTrader, ReturnPath, udemy, and Archant.

Seth's Blog: GDPR and the marketer's dilemma, 2018-May-1 by Seth Godin

Realize that the GDPR is a net positive for people with something to say, something to sell or something to change. Because the noise will go down and trust will go up. Embrace this insight and you can avoid the hit and run low-yield spam that marketers have backed themselves into.

  • Talk to people who want to be talked to.
  • Market to people who want to be marketed to.
  • Because anticipated, personal and relevant messages will always outperform spam.

And spam is in the eye of the recipient.

In two simple words: Ask First.