Since the GDPR came into force in 2018, any professional or company that handles users’ personal data has had to adapt its process for collecting and managing contacts.
Contrary to what many people think, the introduction of GDPR has improved the quality and results of work, especially for those involved in direct marketing. But why? For two simple reasons:
- the implementation of a strategy based on a database built in full compliance with the GDPR is much more effective because the subscribers are much more qualified;
- at the heart of the regulation is the protection of the consumer, so by communicating this, the reputation of the brand can be enhanced.
What are the main rules to follow to acquire members in compliance with the GDPR?
Before we continue with tips on how to increase membership while complying with the GDPR, it’s good to know what the basic rules are to comply with the regulation.
First of all, the contact form must never contain pre-filled fields and must always include a link to your site’s privacy policy. In this way, you give users the opportunity to see how their information will be used. Before their personal information can be used for marketing purposes, the user must have voluntarily agreed to receive your communications by checking the appropriate box.
But that’s not all: the person’s data can only be used once the double opt-in process has been completed. What does it consist of?
After the user fills out the form and clicks the privacy acceptance checkbox, they receive a double opt-in email. This additional confirmation, which you can link to a list subscription stream in your platform, requires the user to confirm their email in order to register for the service.
Only then can you begin sending your communications.
Last but not least, once a user has subscribed to your list, you must allow them to modify, update and/or delete the information they previously provided.
Now that you know the main rules for contact acquisition, here are our tips for increasing your newsletter subscribers in full compliance with GDPR.
Include a registration form on your website
The first very simple way to increase the number of contacts to your newsletter is to place a contact acquisition form on the homepage and on the pages with the most traffic. Another useful tip is to place it also in the footer of your website, to increase the possibility of your contacts subscribing and not disturb the navigation.
Including some pop-ups in your site can help highlight the commercial aspects of your site. In fact, pop-ups are useful to collect email addresses in exchange for subscribing to your company newsletter, signaling your commercial services, proposing a discount in exchange for an email contact, or publicizing products relevant to your business.
One tip is to include a pop-up form when opening your site or at the end of an article.
Don’t forget about offline marketing efforts: use a QR code generator to create codes for your print materials, business cards, and event displays. These QR codes can lead directly to your subscription page, bridging the gap between physical touch points and digital sign-ups.
Use an email marketing platform
The use of email marketing software is essential for the acquisition, management and use of your subscribers’ contacts.
An example is the fully Italian and GDPR-compliant email marketing platform 4Dem, which allows you not only to send emails to your subscribers, but also to realize SMS marketing campaigns and automatic flows to promote the loyalty of your users.
With 4Dem, you can also create acquisition forms and pop-ups to place on your website and increase your newsletter subscriber base. But that’s not all, the platform also allows you to create landing pages where you can best communicate the benefits of your product or service.
Propose valuable content
A very functional strategy is to offer valuable content, called lead magnets, to users visiting your site.
Examples of such content can be free ebooks, guides or webinars to encourage users to sign up, leave their contact information and allow you to increase your newsletter subscribers. Another way to encourage sign-ups is to offer discount codes, with the goal of not only getting the contact, but also getting them to purchase your products or services.
Harness the power of social media and ADS
Another way to increase newsletter subscribers is to share email content with your social community. Show them that you are also present on other communication channels.
You can create a dedicated list for them so you can send them customized content.
Another tip is to set up a social or Google ADS sponsorship to reach a wider audience that may not know you yet. You can include in the CTA a specially designed landing page where, in addition to the subscription form, you can include the benefits they will receive from your newsletter.