Today I received a GDPR email message from a LinkedIn connection – we are 1st degree connected. But because he’s in Europe, all his written electronic mass communications are now governed by GDPR – the European Union legislation General Data Protection Regulation.
The full email is reproduced below. Here is my analysis of why it’s such a nicely composed text. If you are in B2B marketing, I recommend taking a close look and deciding if this sort of annual review of your mailing list is appropriate.
Because we pay (mostly) for our email mass communications in a monthly fee calculated on the size of our mailing list, it’s worthwhile doing a “cull” to remove people who are either not reading your messages (since Gmail introduced the tabbed viewing this has increased for my list) or those who are no longer relevant to you or vice versa. It keeps your messaging tight and focused.
6 direct mail copywriting tips
- The opener explains why – in large font. The subject line is “Why did we connect in the first place?” so I was intrigued to open it.
- The addressee (me) is personalised.
- The four points summarise Paul’s brand offering and gives me more reason to check out his current work.
- Then he justifies continuing to mail me post-GDPR (not sure I buy this – but points for trying)
- He gives permission to unsubscribe and suggests reasons why I should do this.
- Lastly, in the footer he reminds me to update my LinkedIn contact preferences – a very nice touch
So here’s his article in which he explains what IDK means and here’s the list management options for future communications showing my selections.
I think this is clear and totally appropriate. Get in touch if you’d like me to review your mailing list strategies.
The Full Email Text