The EU’s General Data Protection Regulation goes into force in May and will be a permission game changer for many organizations that serve Europeans. It requires, among other things, explicit, provable permission from individuals to use their personally identifiable information to send direct-marketing campaigns to them. The GDPR also requires clear unambiguous explanations as to what the information will be used for, and the collection of no more data than is necessary to execute the campaigns for which permission has been granted.

Pop quiz: Is email and branding or a direct-response marketing channel? Answer: Yes. And that answer should inform every organization’s email strategy. Viewing email as a direct-response AND branding mechanism is a big shift from the way email has been traditionally viewed.

The “Father of Direct Marketing,” Lester Wunderman, once said the best DMers all have one trait in common: curiosity. And while any marketing program can benefit from its practitioners having a strong sense of curiosity, email can benefit from it most. Email’s cheapness allows for sloppy practices that would have Wunderman crawling out of his skin.

A CDP is an integrated customer database that unifies a company’s customer data from online and offline channels to enable modeling and drive customer experience.

Improve Your Email Open Rate: 40 Brilliant Tips

Alchemy Worx in the News

Read about Dela Quist’s article featured on Only Influencers here.

Email marketing is an essential part of any and all marketing strategies now. It allows you to build relationships, communicate new ideas, generate feedback and