Despite initial apprehensions, GDPR has had a positive impact on businesses

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2020, 1:16 PM UTC

GDPR has allowed brands to provide more robust consent system to their customers.

While marketers were initially apprehensive about GDPR, its implementation has benefitted them in several ways. According to DMA’s Marketer Email Tracker report, marketers saw an uptick in metrics like deliverability (67%) and open rates (74%), since GDPR’s introduction.

A different research found that Europe has the highest average open rate of 26.84% and a click-through rate of 4.35%. Other regions are also looking to implement stricter data protection laws in their regions. For instance, California has launched its Consumer Privacy Act (CCPA) in line with GDPR.

Revised E-privacy regulations that are more aligned with GDPR are currently being discussed in the European Parliament. Marketers in the UK are keeping an eye out for regulations will look like once the country leaves the EU.

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