Amid all the comment about Europe’s General Data Protection Regulation (GDPR), the most commonly heard complaint was about the flood of spam from companies who realised, a little late, that they needed people’s “freely given, specific, informed, and unambiguous” consent to keep receiving their emails. (NewsCred has a good explainer on the impact on marketing here.)
I’m sure like me you deleted most of these “Don’t Miss Out on Our Bumf!” emails with nary a second thought – the first thought often being “I didn’t realise I was even on your mailing list.” (The ones I received may have sounded more plaintive than those sent to people who aren’t EU citizens: requirements obviously differ outside the EU, but the rest of the world won’t be far behind in legislating data protection.)
More interesting perhaps is the jolt of alarm I felt about the prospect of not receiving something I actually valued or relied on. I had that a few times and didn’t mind the extra steps of confirming my interest or re-entering my details.
This raises the question, what was the crucial difference between the two reactions? It all boils down to quality of content.
In the information economy there is plenty of content you need and are happy to pay for: reputable news sites and data feeds have all but stopped giving away content regularly in exchange for advertising reach. They needn’t worry about GDPR-related complaints from loyal readers (assuming they’re not over-using the privilege and flooding their inboxes): nothing screams informed consent like giving up your credit card details.
But paid content is still a minuscule sliver of what’s coming into your inbox. Email, for all its faults, is still a great means of receiving regular digests of news and comment from informed sources. Most companies rely on it to reach their best customers and hottest prospects and will need rapidly to work out how to keep doing so.
What GDPR has brought home is that if you’re giving away content in the hope of building a willing audience, it had better be as good as the stuff people are paying for. Because if someone signs up for “free” content with an email address and explicit consent for you to use their information, they are in fact paying for it – with their data, rather than their money.
The upsides to this are twofold. For the recipients, it should mean pure dross won’t get through: marketers will have to raise their content games.
For companies forced to get to grips with their audience, it offers the opportunity to find out at a more granular level what they’re interested in (and prepared to sign up to receive). This means that if companies can deliver it, their content will be all the more likely to help them achieve their commercial aims.
Of course, getting to professional-standard content isn’t easy. Which is why we’re here to help companies reach a bar that’s getting raised all the time. With GDPR, it’s even more vital to make the jump.