Europe’s New Data Rules Are Gutting Email Marketing Everywhere [Fortune]
Comcast Corporation - Class A (CMCSA)
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Source: Fortune
Email is one of the most effective ways for companies to reach potential customers, but new European data rules are dramatically undermining email marketing campaigns — especially in the U.S. According to a pair of new studies, efforts to comply with the European Union’s new GDPR regulations are leading to huge attrition in existing email lists. Many companies with email lists are asking recipients to opt back in as they update their privacy policies. But, according to CNBC , the digital marketing agency Huge found that 38% of Americans are ignoring those emails outright, and 23% are using them as a chance to unsubscribe from email lists. Another marketing firm, PostUp, estimates that only 15% to 20% of Americans are even opening the emails — lower than the already-dismal 25% to 30% open rate for the emails worldwide. That has huge implications, because most data shows that email marketing is much more effective than display ads, social media campaigns, or even physi
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