As the deadline for complying to GDPR ( May 25th, 2018) is getting closer, e-mail marketers find themselves at a turning point. They can either continue on the beaten track of the e-mail marketing, considering the new regulations as a formality and hoping for the best when it comes to consequences of a potential infringement OR they can do their best to comply and play on the safe side.
The benefits of being GDPR compliant go far beyond avoiding the dreaded fines for those who elude new regulations. While taking the necessary measures to be GDPR compliant you put your customers and potential customers at the core of your business and dig in for new ways of increasing the efficiency of your e-mail marketing campaigns. Simply put you are pushed out of the old ways and forced to innovate.
Last but not least, keep in mind that, although the general vibe about GDPR is currently the urge to comply under the pressure of the announced penalties, in the end, it's all about the communication with your audiences, which is supposed to become more secure, consented on both side and ideally, more dynamic.