PUSH

Christian Schmidt in an interview with the CLAP people magazine

Reading Time 4 min.

Almost a year has passed since the GDPR entered into force. What has changed for email marketing and, above all, address acquisition? The people magazine CLAP and Christian Schmidt (CleverReach® CEO) in an interview about the exciting topic of collecting addresses in compliance with GDPR.


CLAP:
GDPR guidelines have been applicable for quite some time now. What has changed in your practice since then? Has your everyday life actually become more complicated since the GDPR has become effective?

Christian Schmidt:

To be honest, GDPR is simply awesome. Why? Email marketing is easier than ever, because we offer all the processes you need to conduct GDPR-compliant email marketing. Customers are now taking the issue of data protection more seriously. They feel secure with us. We are specialists and it has always been our aim to advise our customers to collect and store their data in a legally secure way. We had as much turnover as never before in May 2018. More customer service inquiries than ever before – 10 times more than during the Christmas season. That’s the DNA of our business model. Spammers have always been excluded. For two months the GDPR was THE topic of conversation. Today you hardly hear anything about it. Now e-privacy is the new hot topic. And we will also be prepared for the next panic wave.

CLAP:
Nothing works without the email addresses. The newsletter is still a subject that should not be underestimated and that will remain so in the coming years. There are no alternatives. Emails will always be read. Right now, newsletters are experiencing a revival. Do you also perceive it that way?

Christian Schmidt:
Yes. The newsletter by email is still one of the most relevant direct communication channels. The good thing is, CleverReach® will have the relevant solutions for direct communication in its portfolio. Namely, always the one channel the recipient wants to be reached through. No matter whether it will be email, WhatsApp, Facebook Messenger, Alexa & Co. in the future. Your message will always be read.

Right now, the topic of direct messages is experiencing a strong upswing. In the context of digitalization, SMEs have recognized the new opportunities for success they have with CleverReach® in direct communication. With the new possibilities of direct communication, SMEs can also fall back on professional email marketing services.

 


 

CLAP:
At trade fairs and congresses, one often wonders whether business partners should take a deep look into each other’s eyes when exchanging business cards and say “opt-in” so that they can send each other their newsletters.

Christian Schmidt:
(laughs) A deep look when handing over a business card can be enough. The form how the “Opt-In” is confirmed is not regulated by law. But everyone who collects personal data, has the duty of verifiability. This is GDPR-compliant. Let’s stick to the business card example: I now give you my business card, take a deep look into your eyes and say loud and clear: “Opt-In”. How will you later on prove that I have given you permission to store and use my data? I could also lose my business card somewhere and a third person can then give it to you without me knowing.

CLAP:
Is there actually a difference for media companies between a distributor of print products or an online distributor?

Christian Schmidt:

Yes, there is. For example, in the print sector. Many of us have certainly found an envelope labeled: “To the residents of the house” in our mailbox. Since this is not personal data, such unaddressed mail can be sent to the postal address without the recipient’s consent. The disadvantage is a huge wastage, it’s impersonal and more than 80% of unaddressed mail goes straight to the bin. For example, I regularly receive expensively produced direct mail items from Audi, even though I have long since switched to another car brand.

If I want to collect personal data as a company, the same rules apply online as offline. Consent must always be obtained. Any data processing requires the explicit and voluntary consent of the data subject. This has the advantage that I get relevant information I am interested in directly into my digital mailbox. And the opening is already secured. When companies wish to collect personal data, it is always important to make clear for what purpose the data will be used, that it will not be passed on to third parties and what benefits or added value they will have. In other words, what can the user expect from your newsletter? Furthermore, information is provided on the regularity with which they are contacted and how they can withdraw their consent.

 


 

CLAP:
Which method do you favor for collecting addresses? Great corporate blogs? Well designed registration forms? Or simply sober objectivity with an uncomplicated registration?

Christian Schmidt:
Fast, simple and clear registration forms that state my advantages and benefits short and concise. For topics that arouse my interest. At the right moment.

CLAP:
Which method works best? Lotteries or overlays?

Christian Schmidt:
That depends on the facts and the moment. In principle, couplings are forbidden. Instead, turn a lottery card into a newsletter registration card or a VIP registration and raffle a really attractive prize among all newsletter recipients or VIP members.

Or on the internet, the often seen advantage discount as an overlay can be a very effective method to generate newsletter subscriptions exactly at the moment you are browsing; for example, with the help of a 10.00 Euro voucher for the next purchase, if you subscribe to the newsletter now. This works online as well as offline. Personally, I have already experienced a discount at Galeria Kaufhof (a German department store chain) directly at the checkout. I’ve heard that the success rate at the POS at the checkout is 45%.


Morny Russell

Morny is a text juggler for Cleverreach® and writes on all aspects of email marketing. In her spare time, she is an avowed foodie and passionate instagrammer.