For many businesses, the GDPR juggernaut means changing working practices, including how they communicate with customers and collect personal data.
So it’s understandable that not all companies will be up to the mark just yet.
With that in mind, we thought it might be useful to show you examples that still have some catching up to do, so you know how to improve your own campaigns.
At first glance, when signing up to receive Topshop Style Notes there is some good practice. The data capture form is clear and straightforward to fill out. Yet at a closer look, they don’t give the option to opt in or out of emails and marketing communications.
As well as delighting customers with a unique dining experience, restaurant company, Tattu, engage with customers through email marketing. They present website visitors with a large, simple call-to-action which invites them to sign up to their email programme.
However, they fail to ask customers basic information such as name, gender or date of birth. The company doesn’t ask readers what they’d like to see in the emails they receive.
Find a GDPR-compliant example of how to ask customers to sign-up to your emails here.
When creating an account for Channel 5’s on demand service, My5, subscribers are offered the chance to sign up to an email newsletter.
Though the data capture is more in depth than other examples, My5 could improve their sign up process by making it obvious what content subscribers will receive and an option to opt out of marketing communications. My5 also have the opportunity to inform customers of how they will use their data.
Asda Groceries have ticked one of our boxes by giving subscribers the option to opt out of their marketing communications. Yet there’s room for improvement.
Asda could make their instruction more explicit by informing what readers are signing up for or what they will miss out on. The ‘opt out’ box is also fairly small. By increasing its size, readers are less likely to miss it.
Similar to previous examples, The Guardian gives readers a chance to sign up to daily emails. With a wealth of content on their website, The Guardian appears to have missed the opportunity to inform its readers of the news they could receive and the benefits of signing up to their email programme.
If you choose to sign up, a thank you email will land in your inbox. While readers can appreciate the speedy notification and simplicity of the email, The Guardian could also give the reader the option to unsubscribe should they wish to.