Email marketing continues to be an extremely powerful tool for B2B marketers, but what impact will further e-privacy regulation have on this area? Should you be worried? 

Worries over B2B email opt-in

Did you know that a separate European e-privacy directive was supposed to come into force at the same time as GDPR? No? Don’t worry, you’re probably not alone! GDPR dominated the headlines in the 12 months leading up to its implementation and there was clearly no space or time for anyone to think of anything else. 

As B2B Marketing notes, it is not yet known when this new e-privacy regulation will come into effect but a recent DMA survey found that over a third (34%) of marketers cited B2B email opt-in as their biggest concern regarding the new electronic communications rules. This was followed by consent for cookies (26%) and telemarketing opt-in (24%). 

What’s more, the research discovered there are still gaps in GDPR training. While nearly three quarters (72%) have received training, over a quarter still haven’t had specific GDPR training and almost half (46%) want more training to increase their confidence. 

But there is some good news when it comes to GDPR. More than a quarter (28%) of marketers now believe that GDPR will have no financial impact on their business, up from 19% in November 2017. 

Ad retargeting growing

We know that you’re sick of hearing those four letters, but we still need to talk about GDPR and the impact on ad retargeting. Many seemed to suggest that the data privacy law would spell the beginning of the end for retargeting. 

Executives who spoke to Digiday revealed that companies were reducing spend on prospecting campaigns but continuing to retarget ads. 

Head of strategy at the7stars, Dom Blacklock, explained: “Data targeting and first-party retargeting was certainly affected [by GDPR], with audiences dropping by up to 50%, and spend proportionally. But this is going back to normal sizes as users consent to the new terms and conditions.” 

Are you succeeding with personalisation?

The power of personalisation is no secret. In fact, research director for Multichannel Marketing at Gartner, Noah Elkin, predicted in Bound’s latest e-book on ‘Fundamentals of a Successful Website Personalisation Strategy’, that “by 2018, organisations that have fully invested in all types of online personalisation will outsell companies that have not by more than 30%.”

While B2B marketers have introduced personalisation to many of their digital offerings, it seems many could be doing more when it comes to their website. The research found that only half of those surveyed segment their website for anonymous visitors. This is despite the fact that 95% of website audiences are anonymous. 

The majority (86%) are targeting paid media based on buying role or persona attributes but, if companies truly want to deliver a seamless customer experience, they need to extend this persona-based personalisation on their website as well.