There’s been a lot of talk about Mailchimp’s decision to make single opt-in the default on 31st October. Here are 10 things you need to know about marketing with MailChimp and GDPR.
Mailchimp have decided to those of us based in the EU remain on single opt-in so we can more easily be GDPR compliant. Here’s their announcement.
- The GDPR does not mention the word double opt-in. What it asks for is an audit trail of ‘granular’ consent. Double opt-in is one easy way to provide this – since it means no-one else could have added the individual to your list. It has a downside and that is that your lists are smaller since many people forget the confirmation bit and don’t get that far.
- I have always gone for double opt-in lists for sales and marketing. They are smaller. The upside is my open rates are between 25% and 60% depending on the list.
- I sometimes use single opt-in for the automation that onboard customers who have already paid me and give them the service they asked for. I may consider it for webinars as it is important everyone gets the link to join.
- MailChimp prioritise whose newsletters go out using an algorithm that includes open rate, so having a low open rate can get your mailings delays (and even categorised as spam).
- MailChimp charges by users (in a range) so a low opening list can mean you are paying for subscribers who never see your marketing messages
Consent under GDPR is ‘granular’ so if you are signing up someone to a list you need to be clear at the point of sign up:
- What they will get as a result of signing up – ie information, sales and marketing – be specific
- Where the data will be held, how long for and for what purpose
- Negative boxes (opt out if you don’t want) are gone. Whether that is for data sharing, being phoned or anything else.
- You may need more than one box if you go for clarity – ie can we email you, can we call you…
- MailChimp allows you to create forms so that when people sign up for the first time to a list, they can see all of this, and then do the double opt-in. This can make GDPR compliance easier see here for information on how to set this up.
- MailChimp is neither compliant nor non-compliant for GDPR. It is you who need to be GDPR compliant in terms of how you use the data available.
- You get an unsubscribe link on each email – make sure it is visible for people to see so they can unsubscribe.