We’ve all had standard issue GDPR compliance emails flooding our inboxes. You know the type: a few paragraphs copy and pasted directly from a legal department, without a trace of a brand voice or personality. They basically serve as a reminder of the random newsletters and services we forgot we ever signed up for. When companies consider these emails as housekeeping they’re missing out on a great opportunity. Your compliance emails are a chance to check in with your customers and get your relationship on the right track. Think of it as the EU giving you a perfect excuse to launch a world-class re-engagement campaign. For your inspiration, here are some standout GDPR emails that made us smile, laugh, or actually read them to completion.
Five GDPR emails we love
Movember Foundation
Movember Foundation took their GDPR outreach to the next level by leveraging personal data to get their European participants to opt back in. This email put each subscriber at front and center, using their profile picture as the header image, followed by personalized stats so each member can see just how far they’ve come and the amount they’ve raised for men’s health projects. This email doesn’t just stop at asking a subscriber to opt-in but serves as a reminder of just how much they’ve accomplished to motivate the customer to stay in touch.
Teva
Teva’s GDPR email is a great example of using a subject line and preview text as a one-two punch. Their subject line was “Privacy Policy Update” and their preview text was “You’re in control,” drawing the subscriber’s attention. Then, for the body of their email, they took a conversational approach and broke down all of that legal jargon people love to ignore. By giving a complete rundown, they turned a routine email into a surprisingly delightful and approachable guide.
COLOURLovers
This UK-based design inspiration site used this opportunity to re-introduce themselves and announce their new look. ColourLovers used this email to re-engage and inform subscribers of important announcements across the board, tying it all together under the goal of creating a better user experience.
Dune
Dune took an interesting approach and incorporated their GDPR announcement into their regular newsletter. They opened up with a simple paragraph with a straightforward opt-in. Subscribers get to know that the law is changing, one click is all they need to stay in touch, and then they can get right back to the content they love and expect.
Society6
Society6 split their email into two voices: the casual tone you’re used to hearing in their newsletter and the obligatory statement from their legal team. They opened up with a simple paragraph that stressed the new regulations are a good thing for everyone, then followed up with details about the regulations. It’s the best of both worlds, with the statement covering all of the bases while the introduction stayed true to their brand voice.
Marketers can still bring their A-games to mandatory messages
This is your chance to re-introduce yourself and show your subscribers just how much you value having a relationship with them; and if you’ve kept in close contact, that’s even better. Now’s your chance to humble-brag and remind them of how awesome you are.
How does Movable Ink comply with GDPR? So glad you asked! Read more here: Movable Ink’s Commitment to GDPR.