Hi all,
We are looking at running a GDPR engagement campaign - we joined Tess two years ago and set our Contact Permission dates for our marketing E list as that date - as a business decision...
Now those permissions are expiring as the re-ask if every 24 months for our general mailing list.
Has anyone run a re-engagement campaign in line with GDPR and what did you do? Our marketing team are keen NOT to just email everyone to update thier permissions...
Thanks in advance!
Jo
Hi Joanne,
We ran one quite recently in July where we sent 2 versions of the email:
1) to those on our database who have opted in to receive our emails letting them know that we have updated our contact permissions and they can now select what topics to hear about from us i.e. Special Offers, Philanthropy, Education etc. Through the email they had the option to click through and update their contact preferences (we flag these in Tessitura using Contact Point Purposes). If we didn't have any action from the patron, we left their contact permission flagged to receive everything. They can also update their preferences in any future email from us.
2) a one-time-only email to everyone on our database who previously opted out. In this email we let them know that they can now select what specifically what information they wish to receive from us. The same as the other email, there was the option for them to click through from the email and update their preferences. We also made it clear within this email that this is a one-time-only email and unless they update their preferences to allow us to send them anything, there will be no further email contact from us.
Overall, we had a pretty good response rate with people opting back in to hear from us, as they could now be more selective about what information we send them. There was of course a large number that didn't open the email at all - probably lost amongst all the other global companies sending out the same thing. So for these accounts we left them as they were.
I think it was definitely worth doing as now we are sending out patrons information that are more engaged with based on their personal interests and also due to getting back those people that we had previously lost.
I hope this helps. Let me know if you have any further questions.
Emma