In recent months, but especially in recent days, a lot of excitement has been raised about the entry into force of the new General Data Protection Regulation or RGPD (or GDPR in English).
We all knew that May 25, 2018 was the deadline, but it is not until these days that large and small are putting their batteries to the point of their websites and databases.
In addition to the confusion about what we should do or not in each case, we face one of the greatest fears of any marketing specialist: the regularization of our scotland email lists.
Whether they have an obligation or not, many portals are sending an email to regularize the acceptance of the legal terms of registered users before May 25. The drip of emails these days is incessant.
If I regularize my database, I will lose half of the records!
All of us who manage databases are facing these dilemmas these days:
“I have to regularize my database by the new RGPD or GDPR, if I do I will lose a large percentage of my records and if not, I risk a possible fine.”
Because we are not clear about what legal requirements we must comply with (the resources of the AGPD website are numerous, but after a good time navigating them it is still not clear what we have to do in each case. a simpler way, because in reality it is not complicated at all), we are faced with the decision of whether to send the email that regularizes our database or not.
It is our great fear, if I comply with the law I lose records and if I do not risk being fined.
What happens if you lose half of the records in your database through the RGDP? NOTHING
Many of you will be thinking that I have gone crazy. But let me explain.
What is your goal of your email marketing strategy? Send them a communication and get an answer, right? And who respond to these emails? Those who are really interested, those to whom you truly add value.
Or seen from another point of view, what is the average percentage of opening of your shipments? The average normal percentages are usually around 30%.
What does it mean? That for 60-70% of your database your shipments are not relevant. It is true that we can not apply a fixed rule, because they are not always the same ones that open your emails. Some may open one of every n shipments.
The reality is that there is a core base that they open regularly, a percentage that they do from time to time and a large majority that do not unsubscribe just in case you send something interesting or simply because it is faster to delete the email than to give low (your emails have turned into gray mail, they are not spam, but they do not pay any attention to them).
What will happen if you regularize your database to the new RGPD?
In the event that you have to send the email to regularize your database, you can pass the following:
“Tempered” users (those who open some of your emails): part of them will accept it and you will lose the rest.
Inactive users (those who never or almost never open your emails): you will lose the vast majority.
Case study: how many records are you going to lose?
Let’s take a practical example to play with the numbers and try to reach a number.
You have a database of 1,000 records and an average opening rate of 30%:
Loyal users: 300. Assuming that 80% accept losing: (1,000 * 30% = 300, 300 * 20% = 60) 60 (6%).
“Temperate” users: assuming they are the difference between the opening average and the maximum opening (in my case that number is 20%) and that you lose half of them you would lose: (1,000 * 20% = 200. 200 * 50% = 50) 100 (10%).Inactive users: we speak of the remaining 50%, that is: 500 records. If we assume that we lose 85%, we are talking about: (1000 * 50% = 500. 500 * 85% = 425): 425 (42.5%).
That is to say that we would lose (under these pessimistic assumptions): 60 + 100 + 425 = 585 (58.5%)
Let’s suppose that we define a series of conditional shipments (automation marketing) and we manage to recover an extra 5%. In the end we are talking about losing 53.5% of your database
It would be necessary to make these calculations with real numbers of our databases. My goal is that you have a starting scenario and a simple methodology to do the calculations based on your data.
It is clear that losing 48% of a database can be a drama, but what part of the database have you lost? The one that never or almost never responds to your emails, so what have you really lost? NOTHING.
What you have really done is clean up your database
From the regularization your opening rate will be 80-85%, and the number of clicks will be similar to the one you had before. In a few weeks you will have practically the same traffic and you will have gained awareness that for your database to be really useful in your marketing strategy, you have to send relevant content, you have to segment, monitor the frequency of shipments, etc. that is, you have to do email marketing really.