How to setup a reconfirmation campaign for GDPR

Before you start

The GDPR requires that you maintain proof of clear and explicit consent from your subscribers to send them email messages. This consent can be given using a box that your subscribers must check to consent to receiving your emails. All contacts in your database must have already opted-in before you ask them to reconfirm their consent. You cannot send emails or SMS messages to subscribers who have not given you their consent in the past or who have unsubscribed from receiving your emails or SMS messages.

Step 1. Define your audience and scope of your permissions “issue”

Before jumping into your re-permission campaign, it's crucial to analyse the audience and scope.

Find out first:

  • How many subscribers need fresh GDPR-compliant consent?
  • Are the subscribers needing re-permission actively engaging with your content?

The above can help you establish a starting point for what your business needs to do to become compliant

Step 2: Create your re-opt in campaign

There are many ways to craft your GDPR re-consent campaign but it would depend on what your business sells. Below, we’ll highlight some best practices to include in your campaign and offer some examples to inspire.

What’s important when you’re putting together your re-opt in campaigns?

Highlight the benefits for the subscriber

It's not just about GDPR. It’s important that you use this opportunity to clearly communicate the value subscribers derive from your emails.

A great example is how Espares showcases the monetary benefits of their emails, while ASOS empowers subscribers by letting them choose the types of emails they wish to receive. By asking their subscribers to update their preferences, they are essentially reconfirming their consent to be emailed.

Espares Example!

ASOS Example!

Once is nice, but twice is better

Instead of a single one-off email, consider sending two:

  • The first email should be to explain or encourage the re-opt in and the second should advise the client that the deadline is X amount of time away.

Tailor your messaging

Whether you're targeting a marketer-savvy audience or a general B2C crowd, your message should resonate with them. While GDPR is the reason behind re-permissioning, you don't always have to mention it. Be creative!

Implementing Consent Reconfirmation

Please refer to our user guides on creating email campaigns using the Mail Blaze Drag & Drop Editor for a comprehensive walkthrough.

Here’s a simple guide to how to initiate a reconfirmation campaign:

  • Pre-send your subscribers should be marked as unconfirmed.

  • Design an email that includes a clear call-to-action by inserting a “button” element into the layout.

  • Customise this button with a prompt such as “Confirm Subscription” to reaffirm consent.

  • Attach a hyperlink to the button, directing recipients to a confirmation page, which you can create within Mail Blaze under the form section (Navigate to LISTS > LISTS > Select the list from your List Menu > Click on FORMS AND EMAILS > Customise the form and copy the form link

  • After finalising the design, save your changes and schedule the email to be sent to all contacts whose consent needs revalidation.

Identifying Consenting Subscribers

Post-send, it’s essential to now review which of your subscribers have confirmed or have still not confirmed their subscription:

You should export a new list containing only your unconfirmed addresses and email them one more time to let them know that the deadline to re-confirm their subscription is fast approaching.

This process not only ensures adherence to legal requirements but also fortifies the trust and engagement between you and your audience.

Cleaning Your Email List Post Reconfirm Opt-In

Campaign Sent: After the reconfirm opt-in campaign has been sent, allow a window of at least 24 to 48 hours.

Identifying Unengaged Subscribers: During this waiting period, monitor the campaign reports to identify subscribers who haven't opened the email.

Remove Unengaged Subscribers: Once the waiting period has passed, promptly proceed to remove those subscribers who haven't engaged with the reconfirm opt-in campaign.

This practice ensures that your email list remains robust and engaged, maximizing the impact of your future campaigns.

Have questions? Need further assistance?

Contact our support team or dive into more GDPR resources to guide your compliance journey.


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