I attended an email marketing conference last week and one of the biggest themes running through the event was the upcoming EU GDPR.
Many present were worried about the negative effect on their email marketing efforts. But the consequences could actually end up being positive for those who are prepared for the changes.
The main thrust of the General Data Protection Regulation is that people have to be clearly signed up for each service with full knowledge of the communications that will follow.
A large but not opted-in database will be less beneficial to your email marketing efforts if the person you’re sending to is no longer, or even never has been interested in your products or services.
If you want to maximise the raw number of people that interact with your communications, then opt-in data is evidently the way to go. It is however about being prepared to market only to this data in the very near future.
It is far better to work with people who are engaged in what you're sending than boring a far larger crowd. This is the hidden email marketing problem that GDPR will help with, whether it was its original intent, or not.