April 24, 2018 Blogby Nevlynn Janssen

How to activate your customers with a GDPR proof email

One of our colleagues received an email from Paradiso, a Dutch event organisation, because of the coming GDPR legislation. We have dissected the email to function as an example for other organisations who interact with consumers. Please not: the originals texts are in Dutch, which we translated per section below in English ;-)

Section 1

Some time ago you bought a ticket for a program in Paradiso. In the future we would like to be the first to keep you informed about new concerts by the artist (s) you visited in the past. We regularly offer an exclusive fan-presale in these emails so that you can purchase your tickets before the regular ticket sale starts. A chance that we do not want to take away from you!

This clearly explains why you received an e-mail from Paradiso. But also explains why receiving such e-mails can be beneficial for you trying to gain clear consent.

Section 2

Would you like to continue receiving e-mails about new concerts by artists you have visited?

Then we ask you to confirm this via the button below:

Yes, keep sending me an e-mail

A clear call to action with ‘privacy by default’ in mind to get you to give clear consent by directing you to a landing page where changes regarding subscription settings and first name / last name  can be processed. This is almost perfect; it would be even better to explicitly show what specific data Paradiso holds of him/her in their database and offering options to exercise the right to be forgotten.

Section 3

If you do not want to receive e-mails about returning artists, then you do not have to do anything. We will not send you e-mails about newly confirmed concerts after 24 May.

It is clearly stated that they will not send any e-mails after May 24. However, they don't specifically state not to send e-mails until the May 24 either. A bit confusing but let's give them the benefit of the doubt. 

Section 4

What kind of e-mails can you expect?

An example of the e-mails you can expect can be found here. We only send an e-mail if an artist you visited before returns to one of our rooms. You do not receive any advertising or other emails from us and we never share your information with third parties.

An explanation of what kind/type of e-mails you can expect from them and a link that redirects you to a page with examples so you know exactly what you get into when giving explicit consent. This is great but it would have been even better to mention this section before the call to action (point 2) so one can make an informed decision. 

Section 5

Would you like to register with another e-mail address?

This can be done via this form. You will receive our newsletter every Thursday.

Offering to use an alternative e-mail account to receive their newsletter is very marketing savvy. More and more people have specific e-mail accounts to receive e-mails from organisations  (such as newsletters, promotions and more generic e-mails. Confirmation e-mails from online purchases or e-mails from government departments are typically sent to a private email account e.g. firstname.lastname@domain.com.

Section 6

Why do you get this e-mail?

You will receive this message as from May 25 the General Data Protection Regulation (GDPR) comes into force. The same privacy legislation applies under the international name GDPR throughout the EU. Without your permission we will no longer be able to send you e-mails about new performances. For more information about the GDPR, see the website of the Dutch Data Protection Authority.

Another clear explanation of why you received this e-mail but this time the legal side with regard to GDPR and a link to the privacy regulator. This would have been even better if they had added a link to their own privacy policy page as well. 

Section 7

This is a one-time message and unsubscribing is therefore not necessary. You can still, of course,  for example when you do not want to receive reminders about the above from us. Just update your preferences or sign out (with links to do this). Do you want to hear from us more often? Please register for the weekly Paradiso Newsletter by clicking here (including link).

A recap of the entire email with clear directions how to update preferences and another call to action to gain explicit consent. A minor remark, Paradiso is not allowed to send reminders of this email without the consent of the receiver.

Verdict:

All in all, a very good start of a GDPR compliant email. This could even be the best GDPR compliant email we have seen so far. The email is clearly written, in the language of the recipient, clear explanation of the purpose of the email and offering multiple options to update email preferences. Well done marketers @ Paradiso.

 


New call-to-action


 

A translated version of the email:

Hello

Some time ago you bought a ticket for a program in Paradiso. In the future we would like to be the first to keep you informed about new concerts by the artist (s) you visited in the past. We regularly offer an exclusive fan-presale in these emails so that you can purchase your tickets before the regular ticket sale starts. A chance that we do not want to take away from you!

Would you like to continue receiving e-mails about new concerts by artists you have visited?

Then we ask you to confirm this via the button below:

Yes, keep sending me an e-mail

If you do not want to receive e-mails about returning artists, then you do not have to do anything. We will not send you e-mails about new confirmed concerts after 24 May.

What kind of e-mails can you expect?

An example of the e-mails that you can expect can be found here. We only send an e-mail if an artist you visited before returns to one of our rooms. You do not receive any advertising or other emails from us and we never share your information with third parties.

Would you like to register with another e-mail address?

This can be done via this form. You will receive our newsletter every Thursday.

Hopefully until soon!

Regards,

Paradiso

www.paradiso.nl

Ps. If the above link does not work, go to the next url to register: www.paradiso.nl/nl/nieuwsbrief/

Why do you get this e-mail?

You will receive this message as from May 25 the General Data Protection Regulation (GDPR) comes into force. The same privacy legislation applies under the international name GDPR throughout the EU. Without your permission we will no longer be able to send you e-mails about new performances, a service with which we could contact you earlier on the return of an artist you visited before. For more information about the GDPR, see the website of the Dutch Data Protection Authority.

This is a one-time message. Unsubscribe is therefore not necessary but of course you can, for example, if you do not want to receive reminders about the above from us. Update your preferences or sign up. Do you want to hear from us more often? You can then register for the weekly Paradiso Newsletter by clicking here.