Everybody’s tripping about GDPR. That’s valid, of course. You can no longer send emails to people in Europe unless they expressly give their permission … y’know, again.
So, I’m looking at a pile of 42 messages asking me to confirm my interest – Yes, even though I don’t live in Europe (because that segmenting was too difficult) – Yes, even though I haven’t heard from them in over a year, and I’m over here like …
I’m going to venture that they cared enough about their list to filter me from that particular hurdle.
But, then again, I haven’t cared about email for a while now. I burned my own list over a year ago for these reasons. The people I care about, I follow on social. It’s redundant for me to receive an email AND 3 notifications of that email on social media.
Point being that email is not my primary receptacle of information, y’know? It being 2018 and all. I sign up for an email for 3 reasons:
- It’s required for a discount on my first purchase (And inside, I scream, WHY? Why do I have to give you my email to get $14 off this product? You’ve got me already on your pixel. This wasn’t necessary). But here we are. $14 is $14. So I give you my email and unsubscribe 2 minutes after my purchase is complete. Because if I don’t, I will get emails from you EVERY DAY, and I like you, but I don’t like you like that.
- You seemed cool and offered something I couldn’t Google. But I got the free PDF – it wasn’t actually as awesome as you promised – and now I’m in a sales funnel, and it sucks balls. FAIL.
- You’re a friend/colleague. And I support you, obvi! But I’m not an actual opt-in that is a lead.
But GPDR is getting me out of ALL of these – I mean, those of you who are sending them to American subscribers when you don’t have to. Why are you doing that?
I’m not complaining. I welcome this out. Maybe it’s a good thing, right? An opportunity to CLEAN your list. Maybe you want to make everybody “compliant” – meaning they expressly want to receive your emails – in the spirit of GDPR.
In that case, I agree with you. That was what the email list was meant to do all along. If you’re gonna have one, use GDPR to clean it.