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April 25, 2018
Amazon’s Next Stop: The Back Seat of Your Car
  • Posted By : MediaSource Worldwide/
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  • Advertising Trends , Need to Know

Amazon’s popping up everywhere, even in the back seat of your car. The online retail behemoth today announced it’s bringing the Amazon Key in-home delivery service to vehicles—even when people aren’t in them. Convenient? Yes, but also a little scary.

Below, a closer look at the service being branded as Amazon Key In-Car:

How does it work?

Prime members (which number more than 100 million, according to the Seattle-based brand) can download the Amazon Key app and link it with Amazon’s car service account to register the vehicle. When consumers are ready to purchase, they select “in-car” at checkout rather than delivery to a home or office location. They’ll also receive notifications regarding the delivery time and can track the locking and unlocking of the car through the app.

Who can use it?

For now, anyone who has a 2015 or newer Chevrolet, Buick, GMC or Cadillac with an active OnStar account, or a 2015 or newer Volvo with an active Volvo On Call account. The service will initially roll out to 37 cities and surrounding areas.

But I have a Subaru…

Amazon says more car brands and models will eventually be added to the offering.

How does stuff stay safe?

Amazon described it as a “one-time unlock” process, meaning the delivery driver gets access to the whole car, but only once for the delivery. Amazon says it uses “multiple layers of verification to ensure the security of in-car deliveries” including using an “encrypted authentication process” to ensure the delivery driver is at the right location with the right package. Customers get a notification once the delivery is complete and the vehicle is re-locked. Amazon says “no special codes or keys are ever provided to delivery drivers.” The retailer also says the program is covered by its “Amazon Key Happiness Guarantee,” meaning that consumers can file a claim if they discover any damage.

What’s in it for Amazon?

The new offering is yet another way for Amazon to ingratiate itself with consumers by eradicating any potential obstacles in the delivery process. The service might be good for consumers who fear package theft from their doorsteps or the notion of a delivery person in their homes, for example. If the roll-out goes well and more cars are added, it could strengthen Amazon’s brand with shoppers.

What’s in it for auto brands?

Quite simply, it’s no longer good enough to just sell a car. With competition coming from ride-hailing brands like Uber, automakers must keep adding value in the form of new services. Volvo today touted Amazon Key In-Car as part of a growing array of digital consumer services that already includes programs that allow drivers to send calendar-based navigation destinations directly to their cars; find nearby gas stations; and get help finding their car in large parking garages. Volvo began offering in-car delivery in parts of Europe in 2015.

“This mix of car and commerce is starting the next wave of innovation,” Atif Rafiq, chief digital officer at Volvo Cars, said in a statement, “and we intend to be at the forefront.”

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April 17, 2018
Why Brands Are Under Increasing Pressure to Be Transparent About What They Believe In
  • Posted By : MediaSource Worldwide/
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  • Need to Know , Social Impact

Some brands do everything they can to avoid political controversy. Cards Against Humanity is not one of them.

Last November, the maker of the crude-yet-hilarious party game announced it was raising $2.2 million to buy a small plot of land on the U.S.-Mexican border to prevent a wall from being built on it, then dared the Trump administration to sue them over it.

This was not the first foray into national politics for the popular card game. In 2016 co-founder Max Temkin created a Super PAC called the Nuisance Committee, which purchased billboard ads written in Arabic saying, “Donald Trump, he can’t read this, but he is afraid of it.”

Before the election, the company created custom 15-card add-on packs for both Hillary Clinton and Donald Trump, asked fans to vote with their wallets for the candidate of their choice, and then donated all of the proceeds—more than $550,000—to Clinton’s campaign.

Taking a sharply pointed political stance is built into the DNA of the company, which was founded and is still owned by a squad of eight comedy-writing friends from the Chicago area.

“We don’t have investors, a board or shareholders,” says Temkin. “We’re accountable to ourselves. We get to choose our customers through what we do. And if there are some out there who aren’t happy that we stood up for the rights of immigrants and refugees, we’d rather they left us alone.”

Few brands have the freedom—or the chutzpah—Cards Against Humanity does. But nearly all are feeling the pressure to take stronger social, environmental and political stances, especially from the youngest consumers to flex their marketing might, Generation Z. How nimbly brands navigate that minefield is crucial to their future survival.

The new digital

The pressure to step up is driven in part by the rise of direct-to-consumer brands that see social activism as part of their primary mission. For example, with Warby Parker’s Buy a Pair, Give a Pair or Toms’ One for One shoe programs, people in developing nations receive a free pair of glasses or footwear every time someone makes a purchase.

But firms are also feeling the heat from social media-driven movements like #MeToo, #TimesUp and #BoycottNRA, which demand that brands pick a side—and do it quickly.

“Traditional brands can no longer sit on their hands and allow well-scripted corporate statements to shape who they are,” says Tripp Donnelly, CEO of digital reputation management firm REQ. “They have to be dynamic and understand they’re talking to multiple generations of people.”

The increase in brand social awareness has given rise to ad agencies that specialize in purpose-driven clients. One such agency, School in Boulder, Colo., operates with an ethos of #GiveaShit, continually working on campaigns that help fund projects for impoverished children around the world.

School founder and CEO Max Lenderman says having a clear purpose gives brands a distinct market advantage, and those that fail to recognize this will be left behind.

“Purpose is the new digital,” he says. “Brands you wouldn’t normally consider purposeful realize they have a role to play. And their customers are recognizing that this is kind of great.”

The middle path

Many brands play it safe by steering a middle path, sticking to issues important to their constituents and close to their core values. But even then, they run risks.

When the Trump administration announced plans to open up Big Ears National Monument and other public lands to oil and mining interests last December, outdoor brands like Patagonia, REI and North Face publicly opposed the move.

Alex Thompson, REI’s vp of brand stewardship and impact, admits there was some risk in taking such a public stance, but says the response from its members was overwhelmingly positive.

“REI believes strongly that public lands are a nonpartisan issue and loved by people of all demographics, regardless of party,” he says. “When the Department of the Interior called for public comment, we felt it was our role as a 17-million-member co-op to engage constructively in the conversation. That’s not to say everybody was necessarily on our side, but we think it was appropriate to follow through on our values.”

Similarly, Whirlpool‘s Care Counts program is solidly in line with the company’s family-centric values. Over the last two years, Whirlpool has donated commercial-grade washers and dryers to schools in poor neighborhoods, so students whose families can’t afford laundry machines can show up to class in clean clothes. The result: a dramatic increase in attendance—from 82 percent to 91 percent during the 2016-17 school year—by high-risk students in cities from Baltimore to Los Angeles.

The Care Counts program is part of a larger portfolio of corporate responsibility projects at Whirlpool Corp., which includes support for Boys and Girls Clubs and Habitat for Humanity. But the company remains resolutely nonpartisan, notes Deborah O’Connor, director of global corporate reputation and community relations.

“We’re not a political organization,” she says. “We sell products to make everybody’s lives easier.”

Conversely, brands that stray too far from their comfort zones, or attempt to shamelessly appropriate social or cultural movements, tend to pay the price. The poster child for inauthenticity remains Pepsi’s Kendall Jenner TV ad, in which the model/influencer joins a peaceful protest march, then manages to quell a potential riot by handing a cop a can of soda.

Pepsi quickly pulled the ad after being accused of trying to commercialize the Black Lives Matter movement.

“That was a poorly executed campaign where both sides tried too hard,” says Tiffany Zhong, CEO of Zebra Intelligence, a SaaS platform that connects brands to teens for research and marketing purposes. “It wasn’t related to Kendall’s brand, and Pepsi hadn’t branded itself as caring about Black Lives Matter or social issues. They were just trying to latch onto a quick trend.”

Z marks the spot

Still, the time when brands can sit on the fence and steer clear of controversy is rapidly coming to an end. The reason? Generation Z.

The first generation to grow up with smartphones in their hands accounts for some 25 percent of the U.S. population, making Gen Z larger than boomers or millennials. Though many are not yet able to legally buy alcohol, they still wield $44 billion in annual purchasing power, according to the National Retail Federation.

Gen Z also has different needs and expectations, says Jamie Gutfreund, global CMO of digital agency Wunderman. They are “venture consumers” who require a lot more information from brands before they’re willing to risk an investment.

“If I’m a member of Gen Z and I’m seen on Instagram wearing a shirt from a company that’s considered ‘unfriendly or bad,’ I’m going to pay a price for it socially,” Gutfreund says. “So I will be extra selective in terms of the brands I support.”

Research conducted by Wunderman shows that nearly three-quarters of Gen Z believe they can change the world, but 85 percent put more trust in private companies than government. And nearly 90 percent say they’re only loyal to brands that share their values.

Yet, there’s paradox at play here. For this generation of consumers, brand loyalty is tenuous and fleeting. The most politically woke, socially responsible, innovative companies in the world are never more than one click away from losing their customers to a competitor.

“Everyone says they’re super loyal until they find something better,” says Connor Blakley, an 18-year-old Gen Z marketing consultant. “And then they jump ship.”

Table stakes

This means asking brands to take risks without any guarantee of reward. Yet those are the table stakes moving forward. Those who fail to be transparent about their values and beliefs will become invisible.

“If a brand doesn’t take a stand, or partners with an influencer who’s taking a stand, people are just not going to see you,” says marketing consultant Cynthia Johnson. “To build a real brand that attracts Gen Z, you will absolutely have to speak up.”

It’s a tightrope for many risk-averse American corporations, which often have difficulty responding to issues at the speed of the internet, notes Mark Ray, principal and chief creative officer at Portland, Ore.-based North, a purpose-based ad agency.

“American business culture is realizing that it doesn’t have the time or expertise to figure this out,” he says. “They need help navigating it from a smart PR person or ad agency that’s paying attention.”

Ultimately it comes down to figuring out what your brand’s values truly are, then articulating them loudly and often.

“If you have a clear idea what you’re about, and you’re willing to take a stand, your customers will respect you and things will work out,” says Cards Against Humanity’s Temkin. “If you’re constantly making every decision on a piecemeal basis, or trying out activism as the buzzword for 2018, people will see through it.”


April 9, 2018
How to Choose the Perfect Brand Name
  • Posted By : MediaSource Worldwide/
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  • Best Practices , Need to Know

6 steps to naming your new business

Looking for the perfect brand name for your new startup?

There’s no doubt that choosing the perfect brand name is one of the most exciting and important elements of startup branding…

But it’s also one of the hardest.

Get it right, and you’re a household name, like Airbnb, Uber, or Pepsi.

But if you get it wrong, you could be the next “Tea Party Bookshop” (YIKES!), and be forced to rebrand or face embarrassment, failure or even aggression.

So, take your time with it and follow this simple 6-step process to quickly extract your a minimum viable brand name.

So… Let’s get to it.

1. Create your brand avatar…

perfect brand name

No not THAT Avatar!

Before you even begin to think about a name for your brand, it’s imperative to identify, as precisely as possible, the characteristics of the ideal customer for your brand’s products or services.

If you don’t know who you’re creating your brand for (and it’s not yourself, in case that’s what you were thinking), then you will never find a compelling name…

The creation of effective brand avatars is, to some extent, an intuitive and creative process, but it’s important to use hard data as well.

Web tools such as Alexa can provide significant demographic information about visitors to competitors’ websites, including, age, gender, location, education and ethnic origin.

Looking at competitors’ Facebook Pages and Twitter accounts can also provide some useful “soft” intelligence about their customer base and online following. From these sources, you should be able to easily construct a clear picture of the customer your brand is targeting.

But this is only the beginning…

Having created your brand avatar, it is also necessary to define a brand archetype.

Put simply, the goal is to understand as clearly as possible what your brand will mean or represent to the customer, which is an essential prerequisite for deciding upon the best brand name to attract potential customers.

 

2. Create your brand archetype

perfect brand name

The concept of the archetype is derived from Jungian psychology, but there is no need to go deep into that.

For the purpose of branding, it’s only necessary to understand that the avatar is the personification of your customer and the archetype is the personification of your company, along with its products or services.

Another helpful way to think of this is to ask yourself how your brand will create an emotional resonance with your intended customers.

How will your brand create an emotional resonance with your customers?

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There are 12 brand archetypes most easily identifiable. The Hero, The Innocent, and The Outlaw, to name a few…

And you can spend some time deciding which one fits your brand the best if you’d like…

Or… Even easier, take the “Discover Your Brand Archetype Quiz” and have it pump out the answer for you.

I also highly recommend you take some time with your team to think about the non-verbal meanings and emotional associations you want for your brand. When you’ve decided, make sure to write them down in a document called “Our Brand Style Guide.”

If you need some inspiration, this guide includes some great info on how to create your own branded style guide.

3. Generate brand name ideas

perfect brand name

The next task is to generate possible brand names, which both represent your brand archetype and appeal to your brand avatar. There are no hard and fast rules to this, but certain general principles are helpful.

Keep it simple

The perfect brand name for your startup will generally be short, simple and easy to say. Ideally, it will be a two syllable word, as these generally gain more traction with target audiences and are more easily remembered.

Building a successful brand will probably involve the development of a range of products, so your startup name should not be too specific. For example, although Footjoy is probably best known for making quality golf shoes, the brand is “Footjoy” not “Footjoy Golf Shoes”, as the company now also sells a wide range of golfing and outdoor gear.

With these broad guidelines in mind, start brainstorming for ideas.

Word association

Start with some simple word association games… writing down, saying or shouting out loud as many potential words as possible.

You want ideally to have dozens, or even hundreds, of contenders. These can then be honed down to a few which you or your team think are worth testing out.

If you’re working on your own, friends and family may be able to give you useful feedback.

To kickstart the process, you may try to invent a completely new word, or to combine two or more ordinary words to form a new one – Footjoy is a good example.

If you can’t get the creative juices flowing, consider flipping through an online thesaurus for a few minutes:

  1. Enter a possible name for your startup brand and the thesaurus will generate a list of related words.
  2. You can then enter some of these related words to gather even more ideas.
  3. Create a spreadsheet by splitting your results into their component syllables.
  4. Recombining them to create completely new and often nonsensical words.

Online tools

Once you’ve got the spreadsheet done, try going over to Name Mesh and throw some words into their brand name generator.

You can also take a look at these 7 popular types of brand names for even more thought-provoking ideas.

Try using foreign language words

For more options, you might also consider using non-English words. Those from the romance languages (like French, Spanish or Italian) are often very effective in naming luxury goods, particularly in markets such as clothing, jewelry, cosmetics, perfume, food, and wine.

But caution is needed… Secondary meanings in local slang may convey the opposite of what’s intended, or even cause serious offense. Use Google Translate or do a simple web and social media search to mitigate this risk of this happening.

4. Check the availability of your brand name

perfect brand name

Once you have a short list of possible brand names, it is important to check that they are not currently in use. To do that, follow these steps:

  1. Do a domain name search with one of the main providers such as GoDaddy or Namecheap. This is a quick and effective way to do this, but it is probably wise also to back this up with a simple Google search.
  2. Look for Facebook pages and Twitter accounts using the same or a very similar name.
  3. Check that your potential startup names are not trademark protected. Search at the US Patent Office or use a service such as Namech_k to do this.

5. Test your brand name

perfect brand name

Before finally deciding on the perfect brand name for your company, it’s a good idea to test your shortlist first. This will let you discover how appealing and memorable your potential customers will find them.

If you have existing customers for other products, you could survey them via Facebook, email, or one of many other online survey tools.

If you are a brand new startup, the testing may form part of your more general market research, which may be conducted among family, friends, colleagues and on social media platforms.

But whatever the case, make sure you test your name thoroughly and objectively. If people are giving you negative responses or think you sell baseball bats when you are supposed to sell golf shoes, you know you are missing the mark.

Pay attention to not only what people say, but how they respond, and remain skeptical.

6. Select the perfect brand name
perfect brand name

You’ve properly vetted, tested, and acquired your brand name…

So go out there, capture all the domains, Facebook pages, Twitter accounts, and anything else necessary to finalize the process. Hire or build your logo, or have someone on 99 Designs do it for you.

Don’t spend too much money on your first version… Remember, a logo is easy to change, but the ethos of what your company is, and what it means to your customer is not.

 

Final thoughts

The perfect brand name for your startup will only be one part of the long-term development of your brand.

Consider the example of Apple, one of the world’s most powerful brands whose name bears no relation to its products at all.

This is a process, and many options along the journey to finding the perfect brand name will ultimately lead to one very important piece of your company’s identity.

Your brand is more than a name and a logo. It’s a mantra. So define your company and what you stand for, and share it with the world.

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April 5, 2018
Why Email Marketing Is Becoming ‘Cool Again’
  • Posted By : MediaSource Worldwide/
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  • Advertising Trends , Best Practices

Email marketing is undergoing something of a “rebirth” as brands explore increasingly sophisticated ways to reach consumers and drive ROI.

email marketing

Email marketing may not be seen as the most exciting channel – it is often referred to as a little tired and uninspiring – but nevertheless it remains central to many brands’ communications strategies. And while some predicted its demise a few years ago when social media became increasingly dominant, its death is by no means imminent.

In fact, thanks to the arrival of new technologies, which are making it “more interesting and engaging”, email is experiencing something of a revival, according to Saul Lopes, customer lifecycle lead at Virgin Holidays.

“It is becoming cool again,” he says. “Email is generating a lot of money and, in my opinion, it is having a rebirth; many companies are rethinking it.”

Given return on investment for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017, according to the DMA’s Marketer Email Tracker 2018 report, it’s no wonder 86% of marketers say it is ‘important’ or ‘very important’ to their multichannel marketing strategy.

In fact, 73% of marketers rate email as the number one digital channel for ROI, according to a separate study by Marketing Week’s sister brand Econsultancy, which also suggests email marketing generates around £29bn of retail sales annually in the UK, excluding offline sales influenced by email.

Successful email marketing campaigns

Lopes says email plays a “huge role” in Virgin Holidays’ marketing strategy as it is the second largest revenue driver after PPC.

The brand uses email to increase sales at all points on the customer journey – pre-booking, post-booking and post-holiday. This wide remit means the key aim is to “manage customer interactions of the whole journey rather than a marketing or service touchpoint.” As a result, it has a different strategy for each stage of the customer journey and “email marketing takes on a different type of beast in each of those strategies”.

Lopes led the team that won the email category at Marketing Week’s Masters of Marketing Award in 2017. The brand worked with artificial intelligence firm Phrasee to “create better subject lines in order to have better reach” and tech company Movable Ink to “turbocharge content” by using real-time data such as live weather feeds, pricing and numbers of people looking at certain offers. It also installed Adobe Campaign to centralise and coordinate communications across teams and channels.

The contextual email campaign, which aimed to be “visually appealing but also timely, relevant and valuable to each unique email recipient” in order to convert website visits into bookings, led to a 31% increase in site traffic. Awareness through emails opened, meanwhile, grew by 65% compared with the previous sales period, and total margin from CRM communications increased by 37% to £10.6m of revenue.

Cancer Research UK also uses email at every stage of the customer journey. Sarah Pickersgill, head of fundraising products and communities marketing at the charity says email is “an important part” of its marketing plan as it allows the organisation to easily communicate with supporters about its work.

It is used throughout the whole customer journey, “from acquisition to loyalty communications” and is particularly valuable for speaking to supporters once the charity knows supporters are doing something to raise money.

We work hard to perfect the tricky blend between personalising our inspiring email content so that it’s relevant to the user, without making our members feel targeted. – Ollie Miles, Secret Escapes

While email campaigns are “great for keeping supporters updated on a huge variety of subjects, ultimately all contact has to be relevant to that person,” says Pickersgill. “There has to be a specific need, as opposed to sending an email without a defined aim.”

The charity actively measures email open and click rates, as well as technical aspects of how emails were delivered and consumed.

Virgin Holidays 1

At Virgin Holidays, success is measured in a number of ways. “In marketing comms, we measure success using our attribution model and how much incremental marketing it generates. We look at all the marketing touchpoints and how they influence conversion and then we create an attributed revenue figure for those touchpoints,” explains Lopes.

The brand has another set of KPIs that are more customer experience-led, “so we look at customer satisfaction scores at each point of the journey and see if those scores go up”. It also looks at engagement rates and open and click-through.

Personalisation and email marketing

Better personalisation of email campaigns is top of the wish list for marketers, according to Econsultancy’s report, but for many the promise of 100% personalisation “remains a distant prospect”. Marketers believe it is a huge challenge, with the biggest hurdle integrating email marketing systems with other channels.

Meanwhile, the DMA’s Consumer Email Tracker Report 2017 finds that personal and relevant emails are an “absolute must” for consumers, which is particularly important given 99% check their non-work emails every day, yet 59% are receiving irrelevant communications.

Lopes agrees that “creating mass communications with hyper-personalisation” is a big challenge for marketers, but “personalisation for personalisation’s sake will not get you anywhere”.

Virgin Holidays’ customer research panel helps the brand to create a solid strategy and clear communication objectives.  Lopes says: “It’s all about understanding customer behaviour and intent, and then applying the personalisation which is strong in that creative.”

For example, when the brand was revamping its service communications, consumer feedback showed there was confusion about where they were in the purchase journey. In order to address this, Virgin Holidays created a “highly-personalised progress bar” in the booking confirmation and other communications that are sent out pre-departure so each customer knows exactly where they are in the process, what the next steps are and what they need to do.

Another challenge is achieving stand out in the increasing cluttered email space.

Ollie Miles, global head of CRM at Secret Escapes, says: “We work hard to perfect the tricky blend between personalising our inspiring email content so that it’s relevant to the user, without making our members feel targeted.

“We know that nine out of 10 members were not planning on booking a holiday before receiving one of our emails so we encourage users to open them by tailoring our subject lines to hone in on hotels or destinations they may have shown interest in.”

To keep members interested, the brand uses a variety of formats and subject matter while maintaining its “overall brand tone of voice to inspire the world to escape”.

According to the DMA’s consumer report, retail brands with a large online presence are best at email. Amazon tops the list for consumer mentions at 14% and was noted for both volume of emails sent and its use of email – in other words, doing the basics right. Marks & Spencer comes second with 10%, and Next, Tesco and eBay are joint third with 7%. But 60% of respondents don’t believe any brands do email well.

Testing email marketing

Testing what does and doesn’t work might sound obvious but 47% of organisations test under a quarter of their emails, according to the DMA. Even worse, 19% of respondents rate their organisation as having no competence with regard to testing and a further 15% say they do no testing – a rise from 8% in 2016. On the plus side, 9% of respondents say their company’s email testing ability is advanced and 19% claim they test over three-quarters of their emails.

Reaching supporters is key for CRUK as it looks to raise money to help it beat cancer sooner

Sarah Pickersgill at Cancer Research UK says it’s important to be clear what the charity wants to learn from testing and how it will add to the supporter’s experience. “Simple A/B testing is a great methodology for us, as well as gathering insight from heat maps.” Ultimately, the interaction rate with its supporters tells the organisation how it is doing, she adds.

Optimising emails for different devices has been a “big driver of the improvements in the design and creations of emails,” says Pickersgill. “Mobile has forced marketers to be more clever with content and design to satisfy behaviour change.”

Email is generating a lot of money and, in my opinion, it is having a rebirth; many companies are rethinking it. – Saul Lopes, Virgin Holidays

Design is also key for Secret Escapes. The holiday company knows many users look at emails on their mobile while commuting, so to improve user experience and conversion it opts for a “clean, simple and visual ‘feed’ style”, according to Miles.

As the brand offers flash sales, there is “an inherent sense of urgency” in everything it does, however, “FOMO [fear of missing out] and urgency messaging combined with short-term sales and promotions” help to maintain momentum and convert page views into bookings.

Although Econsultancy’s report finds 73% of companies are using mobile device optimisation tactics and 90% have some form of strategy for optimising email marketing for different devices, a lack of resource is a main barrier to success.

GDPR and email marketing

The General Data Protection Regulation (GDPR), which comes into effect on 25 May, “clearly presents challenges to effective marketing across many channels,” says Rachel Aldighieri, managing director at the DMA, “but there is an opportunity too. By placing the customer at the heart of your business, you can ensure consumers receive timely, relevant communications they crave.”

According to the DMA’s email tracker report, 96% of marketers are aware of the new legislation and 72% feel ‘somewhat prepared’ for the changes, but sentiment about the effect of GDPR on email marketing is split with 36% feeling positive an 43% negative.

Virgin Holidays will be launching an internal campaign to raise awareness of the new regulations among its staff, and also has a “huge IT transformation plan” to make the company GDPR ready. “It’s not just what customers receive in an email, it’s the back end of things, how we manage their data, how we manage permissions. We are doing everything we can in order to get ourselves ready and support the legislation,” explains Lopes.

He concludes: “[GDPR] introduces new ways of working, but we will have more engaged customer bases afterwards because people who are on our database [will] want to hear from us. We will end up having even higher engagement rates, but probably lower volumes after GDPR, in terms of our marketing campaign.”

Source


 
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