Wondering what comes after GDPR consent? GDPR stats!
What do the world and its mailing lists look like now?
The (Marketing) world had been holding its breath for May 25th.
In December 2017, we announced Moosend’s GDPR compliance (since there is no GDPR certification per se) and our ISO 27001 certification.
Back then, I remember that the vast majority of the marketing world didn’t even bat an eye!
Later, we announced our GDPR webinar. Now, there must be a convention in the marketing circles whereby “If there’s a webinar about X, then X is a thing!”.
So, by the time we announced our GDPR webinar, we started getting some serious traction!
And since that point in time, the very outro of our webinar at around 17.00 pm on a Wednesday… it’s been a fun, full-on, 5-month period of blog posts, emails, meetings with clients, skype calls, support tickets. Oh, the beauty! I only wish I’d looked for a better eye cream!
So, what has the past week looked like, in terms of emails?
Now that GDPR is all said and done (almost, because there’s still some latecomers to my inbox), we did some snooping around.
We combed our database and these are the questions we set out to answer:
– How many companies sent out GDPR consent emails versus Privacy Changed emails?
– What was the ratio of major brands signing up for one type of emails or another? (See what I did there?)
Next up, were our questions regarding specific pointers:
– Which industries sent out each type of email? How many of these elicited responses from their recipients?
– In terms of their list size, what percentage of their re-permission emails did businesses get GDPR consent from?
– On continent level (yes, we were that curious), what did the GDPR narrative translate into? Which type of GDPR email was more common?
And there were a few more things we were curious about:
– What was the re-opt-in emails performance over time, the week following GDPR coming into effect?
– Industry-wise, what industry did the most loyal subscribers belong to?
Regarding all Re-Consent emails:
– Out of all re-permission emails sent, how many subscribers granted permission again?
– What percentage of subscribers re-consented per continent?
– What does the line graph of re-permission email open rates look like for last week?
– Which industry scored the most opens?
And, our favorite one:
What were the most common linguistic elements used on subject line level? Which words were the most popularly used ones in subject lines?
GDPR consent and GDPR stats: The Report (part 1)
The provided infographic provides a GDPR overview of the overall effect of GDPR changes across a number of pointers.
This is followed by the ratio of big companies sending out one type of email over the other, complemented by an indicative list. Next is the GDPR after-effect on engagement levels (aka re-consent percentages) per industry, per list size, per continent.
Also, the infographic provides more information on the correlation between open rates and industries, open rates and list-sizes. Last is a comprehensive, concise map of the subject lines which were used the most.
Overall, it can be noticed that the majority of major brands around the world went for a Privacy & Terms Changed email update, instead of Re-consent. It seems that a pattern applied as businesses in the Fashion industry and DIY & Constructions showed a stronger preference for Re-Consent emails.
GDPR consent and GDPR stats: The Report (part 2)
Another interesting observation is that of all industries sending Re-Consent emails, DIY & Constructions achieved the highest engagement levels, standing at almost a quarter of the total emails sent, followed by Groceries.
In the week following GDPR coming into effect, as days went by, more and more subscribers opened GDPR-specific emails.
Finally, would you have guessed what the most commonly used word was, besides GDPR?
The words “Free” and “Offer” were used as a way to drive more opens (ie. engagement) for the GDPR announcement.
Wrapping it up
If you are still finding your feet, here’s a list of articles that could help:
- What is GDPR compliance?
- GDPR compliance: 14 things you wanted to know about GDPR and were too afraid to ask