{"id":40324,"date":"2018-02-22T18:20:29","date_gmt":"2018-02-22T23:20:29","guid":{"rendered":"https:\/\/granicus.com\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/"},"modified":"2024-02-22T09:49:43","modified_gmt":"2024-02-22T14:49:43","slug":"webinar-recap-getting-existing-subscriber-base-ready-gdpr","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/","title":{"rendered":"[Webinar recap] Getting your existing subscriber base ready for the GDPR"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40325,"template":"","resource_tax_market":[188,189,190,186,187],"resource_tax_dept":[196],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[204,207],"resource_tax_topic":[],"resource_tax_products":[192],"resource_tax_solutions":[209],"resource_tax_services":[],"class_list":["post-40324","blog_posts","type-blog_posts","status-publish","has-post-thumbnail","hentry","resource_tax_market-healthcare-uk","resource_tax_market-emergency-services-uk","resource_tax_market-housing-uk","resource_tax_market-local-government-uk","resource_tax_market-central-government-uk","resource_tax_dept-communications-public-relations-uk","resource_tax_type-blogs-uk","resource_tax_outcomes-customer-experience-uk","resource_tax_outcomes-improve-service-delivery-uk","resource_tax_products-govdelivery-uk","resource_tax_solutions-digital-communications-uk"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus\" \/>\n<meta property=\"og:url\" content=\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\" \/>\n<meta property=\"og:site_name\" content=\"Granicus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/granicusco\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-22T14:49:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"590\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@Granicus\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\"},\"author\":{\"name\":\"Granicus Marketing\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881\"},\"headline\":\"[Webinar recap] Getting your existing subscriber base ready for the GDPR\",\"datePublished\":\"2018-02-22T23:20:29+00:00\",\"dateModified\":\"2024-02-22T14:49:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\"},\"wordCount\":11,\"publisher\":{\"@id\":\"https:\/\/granicus.com\/uk\/#organization\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg\",\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\",\"url\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\",\"name\":\"[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus\",\"isPartOf\":{\"@id\":\"https:\/\/granicus.com\/uk\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg\",\"datePublished\":\"2018-02-22T23:20:29+00:00\",\"dateModified\":\"2024-02-22T14:49:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage\",\"url\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg\",\"contentUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg\",\"width\":1440,\"height\":590},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/granicus.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"[Webinar recap] Getting your existing subscriber base ready for the GDPR\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/granicus.com\/uk\/#website\",\"url\":\"https:\/\/granicus.com\/uk\/\",\"name\":\"Granicus\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/granicus.com\/uk\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/granicus.com\/uk\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/granicus.com\/uk\/#organization\",\"name\":\"Granicus\",\"url\":\"https:\/\/granicus.com\/uk\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg\",\"contentUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg\",\"width\":\"1024\",\"height\":\"1024\",\"caption\":\"Granicus\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/granicusco\/\",\"https:\/\/x.com\/Granicus\",\"https:\/\/www.linkedin.com\/company\/granicusinc\/\",\"https:\/\/www.facebook.com\/granicusco\",\"https:\/\/www.facebook.com\/granicuslac\",\"https:\/\/www.youtube.com\/@GranicusLAC\",\"https:\/\/www.instagram.com\/granicuslac\/\",\"https:\/\/www.linkedin.com\/company\/granicuslac\",\"https:\/\/twitter.com\/granicuslac\/\",\"https:\/\/twitter.com\/GranicusUK\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881\",\"name\":\"Granicus Marketing\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g\",\"caption\":\"Granicus Marketing\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/","og_locale":"en_GB","og_type":"article","og_title":"[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus","og_url":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/","og_site_name":"Granicus","article_publisher":"https:\/\/www.facebook.com\/granicusco\/","article_modified_time":"2024-02-22T14:49:43+00:00","og_image":[{"width":1440,"height":590,"url":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@Granicus","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#article","isPartOf":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/"},"author":{"name":"Granicus Marketing","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881"},"headline":"[Webinar recap] Getting your existing subscriber base ready for the GDPR","datePublished":"2018-02-22T23:20:29+00:00","dateModified":"2024-02-22T14:49:43+00:00","mainEntityOfPage":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/"},"wordCount":11,"publisher":{"@id":"https:\/\/granicus.com\/uk\/#organization"},"image":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage"},"thumbnailUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg","inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/","url":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/","name":"[Webinar recap] Getting your existing subscriber base ready for the GDPR | Granicus","isPartOf":{"@id":"https:\/\/granicus.com\/uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage"},"image":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage"},"thumbnailUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg","datePublished":"2018-02-22T23:20:29+00:00","dateModified":"2024-02-22T14:49:43+00:00","breadcrumb":{"@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#primaryimage","url":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg","contentUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_webinar-recap-getting-your-existing-subscriber-base-ready-for-the-gdpr.jpg","width":1440,"height":590},{"@type":"BreadcrumbList","@id":"https:\/\/granicus.com\/uk\/blog\/webinar-recap-getting-existing-subscriber-base-ready-gdpr\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/granicus.com\/uk\/"},{"@type":"ListItem","position":2,"name":"[Webinar recap] Getting your existing subscriber base ready for the GDPR"}]},{"@type":"WebSite","@id":"https:\/\/granicus.com\/uk\/#website","url":"https:\/\/granicus.com\/uk\/","name":"Granicus","description":"","publisher":{"@id":"https:\/\/granicus.com\/uk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/granicus.com\/uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/granicus.com\/uk\/#organization","name":"Granicus","url":"https:\/\/granicus.com\/uk\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/","url":"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg","contentUrl":"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg","width":"1024","height":"1024","caption":"Granicus"},"image":{"@id":"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/granicusco\/","https:\/\/x.com\/Granicus","https:\/\/www.linkedin.com\/company\/granicusinc\/","https:\/\/www.facebook.com\/granicusco","https:\/\/www.facebook.com\/granicuslac","https:\/\/www.youtube.com\/@GranicusLAC","https:\/\/www.instagram.com\/granicuslac\/","https:\/\/www.linkedin.com\/company\/granicuslac","https:\/\/twitter.com\/granicuslac\/","https:\/\/twitter.com\/GranicusUK"]},{"@type":"Person","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881","name":"Granicus Marketing","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g","caption":"Granicus Marketing"}}]}},"acf":{"page_type":"internal","external_url":"","page_template":"centered","sidebar_position":"right","post_author":"","post_date":"","post_description":"","post_link":"","post_file":false,"media_gallery":false,"project_metrics_title":"","project_metrics":false,"show_hero":false,"hero_margin":false,"hero_type":"image","hero_subhead":"","hero_headline":"","hero_text":"","hero_button":"","hero_icon":false,"hero_image":false,"sidebar_type":"sticky","content_builder_sidebar_group":{"content_builder_sidebar":false},"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p>So what attention do you need to pay to existing subscribers in the run up to the General Data Protection Regulation? As we discussed on a <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">recent webinar with LGcommunications<\/a>, you need to ensure you have GDPR-standard consent from all subscribers already on your email and SMS mailing lists. Chances are you don\u2019t, so action needs to be taken now to get it.<\/p>\n<p>Do you have to delete all subscribers who you don\u2019t have proper consent for and start your mailing lists from scratch? The simple answer is no. Do not do that! But there are certain steps that you will need to take to get your email marketing account in shape.<\/p>\n<p><em>[This is our <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">GDPR webinar<\/a> recap blog 3 of 3. Please note Granicus\u2019 comments on the GDPR are for informational purposes only and do not constitute legal advice. Please consult your data protection advisor or a lawyer for guidance on your obligations.]<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Preparing for the GDPR is an opportunity to cleanse your communication lists. In fact, this is a necessity.<\/p>\n<ul>\n<li><strong>Re-engage \u201csleepy subscribers\u201d<\/strong><\/li>\n<li><strong>Remove unengaged people who don\u2019t respond to your re-engagement efforts<\/strong><\/li>\n<li><strong>Cross-promote other subscription topics subscribers may not yet be aware of<\/strong><\/li>\n<li><strong>Move forward with a highly engaged audience base<\/strong><\/li>\n<\/ul>\n<p>There are three types of subscribers who pose a threat to your organisation\u2019s compliance with the GDPR. You\u2019ll need to create an action plan for these groups, as you attempt to secure GDPR-standard consent to continue communicating with them after 25 May 2018.<\/p>\n<p>The fact that you have any \u201cat-risk\u201d subscribers at all shouldn\u2019t give you a reason to panic, just a reason to start thinking about how you are going to re-engage with them.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>In the words of our very own Lorna Perry who mimicked the sound of Bruno Mars on a <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">recent webinar:<\/a><\/p>\n<p><strong><em>\u201cDON\u2019T DELETE THEM, JUST ASK!\u201d.<\/em><\/strong><\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><strong>The subscribers you need to tend to now:<\/strong><\/p>\n<ol>\n<li><strong>Zero-Topic Subscribers<\/strong> \u2013 are subscribers who are not assigned to any topics. This can happen for two reasons. They may have tried to sign up to communications but exited the window before opting into any topics &#8211; this would create a floating account that is present but not receiving any communication. Or, they may have signed up to a topic that has since been deleted. You will need to run a re-engagement campaign for these subscribers to give them the option to opt in to topics. If they don\u2019t respond after a series of messages, delete them from your account.<\/li>\n<li><strong>Uploaded Subscribers<\/strong> \u2013 are subscribers who originally entered one or more of your mailing lists via an upload by someone in your organisation. For some of you uploads will form a high proportion of your subscribers since when you launched your email service you probably collected various mailing lists from across service areas and assigned them to the relevant email bulletin topic. This is not a reason to panic. Most likely you rightly uploaded them because they had at some point signed up for comms on a particular topic, e.g. when they joined a library, they ticked a box on the form to receive news about your libraries. You will need to find the evidence of their original consent (paper forms on file are fine), but if you do not have proof then you will need to include these people in a re-engagement campaign and ask them to reconfirm their preferences.<\/li>\n<li><strong>Unengaged Subscribers<\/strong> \u2013 are subscribers who have signed up for topics but may not ever have opened emails or haven\u2019t engaged with you in a long while. There is no set time for how long these people have to be \u201csleepy\u201d for you to deem them \u201cunengaged\u201d and in need of nudging \u2013 you\u2019ll need to make a judgement on what is a reasonable time-frame. These people will need to be included in a re-engagement campaign, and if they don&#8217;t respond, do remove them.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><strong>To deal with these at-risk subscribers, start with a few simple steps:<\/strong><\/p>\n<p>\u2022 Find out what volume of subscribers are in these categories. (Remember it is not unusual to have a high proportion of uploaded subscribers)<\/p>\n<p>\u2022 Review your topics \u2013 close unused topics, rationalise topics where you can, and create any new topics you have a need for, ready for cross-promotion in a re-engagement campaign.<\/p>\n<p>\u2022 Plan your re-engagement campaign templates, messaging, calls-to-action, and the (relevant) questions you\u2019ll need to ask as part of the subscription process to match each mailing list.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Lorna\u2019s top tips for your re-engagement campaign\/s:<\/strong><\/p>\n<p>\u2022 Think about what you are already sending people \u2013 include links in existing comms asking them to continue their consent for that communication. Using campaign banners would be a good way of doing this.<\/p>\n<p>\u2022 When asking for consent to continue, give them the option to easily opt in or out of other topics (e.g. take them to their subscriber preferences page).<\/p>\n<p>\u2022 Ensure you include unsubscribe links.<\/p>\n<p>\u2022 Over time your re-engagement mailing list should be getting smaller. Do not repeat send to people that have already clicked \u201cyes\u201d in some way to say they confirm they\u2019re opting in. Th GovDelivery Advanced Package for Communications Cloud by Granicus will update your mailing list automatically, whereas you\u2019ll need to edit the mailing list manually if you\u2019re using the basic Communications Cloud.<\/p>\n<p>\u2022 Get creative \u2013 use new templates \u2013 grab people\u2019s attention.<\/p>\n<p>\u2022 Stay on-brand, but also be brave. You\u2019re fighting for attention in the inbox!<\/p>\n<p>\u2022 Keep it simple and mobile-friendly \u2013 one column.<\/p>\n<p>\u2022 Use a clear call-to-action button inviting people to confirm they\u2019re opting in (include an unsubscribe link nearby).<\/p>\n<p>\u2022 Think about your heading text \u2013 keep people interested.<\/p>\n<p>\u2022 A\/B test \u2013 sending the most impactful subject line, imagery and messaging will help boost your results.<\/p>\n<p>\u2022 Decide how many emails you are going to send to try and re-engage people and call time on it after X many attempts.<\/p>\n<p>\u2022 Tell people the deadline for opting in and stick to it.<\/p>\n<p>\u2022 When delivering your final email include alternative points of contact so people can still reach you after the deadline.<\/p>\n<p>\u2022 Don&#8217;t &#8220;spray and pray&#8221;, segment your audience. Think carefully about who needs re-engaging in each mailing list and what your messaging should be.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3>Does this sound too much like hard work? We can do it for you<\/h3>\n<p>&nbsp;<\/p>\n<p>Granicus is offering all its customers a GDPR preparation service where we&#8217;ll do the hard work for you. We can manage your re-engagement campaigns and get your account GDPR-compliant, giving you peace of mind. Reach out to <a href=\"https:\/\/uk.granicus.com\/see-it-live\/\">learn more<\/a>.<\/p>\n","button":""}}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]},"centered_layout_builder_clone":{"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p>So what attention do you need to pay to existing subscribers in the run up to the General Data Protection Regulation? As we discussed on a <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">recent webinar with LGcommunications<\/a>, you need to ensure you have GDPR-standard consent from all subscribers already on your email and SMS mailing lists. Chances are you don\u2019t, so action needs to be taken now to get it.<\/p>\n<p>Do you have to delete all subscribers who you don\u2019t have proper consent for and start your mailing lists from scratch? The simple answer is no. Do not do that! But there are certain steps that you will need to take to get your email marketing account in shape.<\/p>\n<p><em>[This is our <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">GDPR webinar<\/a> recap blog 3 of 3. Please note Granicus\u2019 comments on the GDPR are for informational purposes only and do not constitute legal advice. Please consult your data protection advisor or a lawyer for guidance on your obligations.]<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Preparing for the GDPR is an opportunity to cleanse your communication lists. In fact, this is a necessity.<\/p>\n<ul>\n<li><strong>Re-engage \u201csleepy subscribers\u201d<\/strong><\/li>\n<li><strong>Remove unengaged people who don\u2019t respond to your re-engagement efforts<\/strong><\/li>\n<li><strong>Cross-promote other subscription topics subscribers may not yet be aware of<\/strong><\/li>\n<li><strong>Move forward with a highly engaged audience base<\/strong><\/li>\n<\/ul>\n<p>There are three types of subscribers who pose a threat to your organisation\u2019s compliance with the GDPR. You\u2019ll need to create an action plan for these groups, as you attempt to secure GDPR-standard consent to continue communicating with them after 25 May 2018.<\/p>\n<p>The fact that you have any \u201cat-risk\u201d subscribers at all shouldn\u2019t give you a reason to panic, just a reason to start thinking about how you are going to re-engage with them.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>In the words of our very own Lorna Perry who mimicked the sound of Bruno Mars on a <a href=\"https:\/\/uk.granicus.com\/downloads\/gdpr-action-plan-comms-teams-prepare\/\">recent webinar:<\/a><\/p>\n<p><strong><em>\u201cDON\u2019T DELETE THEM, JUST ASK!\u201d.<\/em><\/strong><\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><strong>The subscribers you need to tend to now:<\/strong><\/p>\n<ol>\n<li><strong>Zero-Topic Subscribers<\/strong> \u2013 are subscribers who are not assigned to any topics. This can happen for two reasons. They may have tried to sign up to communications but exited the window before opting into any topics &#8211; this would create a floating account that is present but not receiving any communication. Or, they may have signed up to a topic that has since been deleted. You will need to run a re-engagement campaign for these subscribers to give them the option to opt in to topics. If they don\u2019t respond after a series of messages, delete them from your account.<\/li>\n<li><strong>Uploaded Subscribers<\/strong> \u2013 are subscribers who originally entered one or more of your mailing lists via an upload by someone in your organisation. For some of you uploads will form a high proportion of your subscribers since when you launched your email service you probably collected various mailing lists from across service areas and assigned them to the relevant email bulletin topic. This is not a reason to panic. Most likely you rightly uploaded them because they had at some point signed up for comms on a particular topic, e.g. when they joined a library, they ticked a box on the form to receive news about your libraries. You will need to find the evidence of their original consent (paper forms on file are fine), but if you do not have proof then you will need to include these people in a re-engagement campaign and ask them to reconfirm their preferences.<\/li>\n<li><strong>Unengaged Subscribers<\/strong> \u2013 are subscribers who have signed up for topics but may not ever have opened emails or haven\u2019t engaged with you in a long while. There is no set time for how long these people have to be \u201csleepy\u201d for you to deem them \u201cunengaged\u201d and in need of nudging \u2013 you\u2019ll need to make a judgement on what is a reasonable time-frame. These people will need to be included in a re-engagement campaign, and if they don&#8217;t respond, do remove them.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><strong>To deal with these at-risk subscribers, start with a few simple steps:<\/strong><\/p>\n<p>\u2022 Find out what volume of subscribers are in these categories. (Remember it is not unusual to have a high proportion of uploaded subscribers)<\/p>\n<p>\u2022 Review your topics \u2013 close unused topics, rationalise topics where you can, and create any new topics you have a need for, ready for cross-promotion in a re-engagement campaign.<\/p>\n<p>\u2022 Plan your re-engagement campaign templates, messaging, calls-to-action, and the (relevant) questions you\u2019ll need to ask as part of the subscription process to match each mailing list.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Lorna\u2019s top tips for your re-engagement campaign\/s:<\/strong><\/p>\n<p>\u2022 Think about what you are already sending people \u2013 include links in existing comms asking them to continue their consent for that communication. Using campaign banners would be a good way of doing this.<\/p>\n<p>\u2022 When asking for consent to continue, give them the option to easily opt in or out of other topics (e.g. take them to their subscriber preferences page).<\/p>\n<p>\u2022 Ensure you include unsubscribe links.<\/p>\n<p>\u2022 Over time your re-engagement mailing list should be getting smaller. Do not repeat send to people that have already clicked \u201cyes\u201d in some way to say they confirm they\u2019re opting in. Th GovDelivery Advanced Package for Communications Cloud by Granicus will update your mailing list automatically, whereas you\u2019ll need to edit the mailing list manually if you\u2019re using the basic Communications Cloud.<\/p>\n<p>\u2022 Get creative \u2013 use new templates \u2013 grab people\u2019s attention.<\/p>\n<p>\u2022 Stay on-brand, but also be brave. You\u2019re fighting for attention in the inbox!<\/p>\n<p>\u2022 Keep it simple and mobile-friendly \u2013 one column.<\/p>\n<p>\u2022 Use a clear call-to-action button inviting people to confirm they\u2019re opting in (include an unsubscribe link nearby).<\/p>\n<p>\u2022 Think about your heading text \u2013 keep people interested.<\/p>\n<p>\u2022 A\/B test \u2013 sending the most impactful subject line, imagery and messaging will help boost your results.<\/p>\n<p>\u2022 Decide how many emails you are going to send to try and re-engage people and call time on it after X many attempts.<\/p>\n<p>\u2022 Tell people the deadline for opting in and stick to it.<\/p>\n<p>\u2022 When delivering your final email include alternative points of contact so people can still reach you after the deadline.<\/p>\n<p>\u2022 Don&#8217;t &#8220;spray and pray&#8221;, segment your audience. Think carefully about who needs re-engaging in each mailing list and what your messaging should be.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3>Does this sound too much like hard work? We can do it for you<\/h3>\n<p>&nbsp;<\/p>\n<p>Granicus is offering all its customers a GDPR preparation service where we&#8217;ll do the hard work for you. We can manage your re-engagement campaigns and get your account GDPR-compliant, giving you peace of mind. Reach out to <a href=\"https:\/\/uk.granicus.com\/see-it-live\/\">learn more<\/a>.<\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40325"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40324"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40324"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40324"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40324"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40324"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40324"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40324"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40324"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40324"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}