The Lowdown

Does GDPR Signify The End Of Email Marketing?

It is deadline week for GDPR, and as businesses scramble to attract people to their mailing list, many digital marketing experts are wondering what impact the new regulations will have on the industry.

With reports of less than 20% of contacts ‘opting in’, does GDPR signify the end of email marketing?

What Impact Will GDPR Have On Email Marketing?

No doubt you will have been sent several emails over the past few weeks. Each one asking you to opt-in to receiving marketing material. Here’s ours, if you’d like to stay in touch

Opt-in is a crucial aspect of GDPR. Without that confirmation, a business can no longer contact you. It is great news for the user whose inbox is continually filled with marketing messages. But what impact will this have on a business?

Some companies have seen GDPR as an opportunity to start afresh. They aren’t sending opt-in emails. Instead, they are relying on the data they have acquired from other sources, such as social media or recent online sales to cultivate a new database.

There is an advantage to this approach. With a clean slate, it is more likely that the data you gather is optimised. Meaning that the user has asked to receive your marketing material. They have opted-in and they want to hear from you.

But what happens if you send an opt-in email and you get a poor response? Does this mean that you should stop sending email marketing messages? Absolutely not!

On average, an email marketing campaign will see a 15-25% open rate. So if you send your opt-in campaign, the reality is that you may only see a return of a few percent. This will likely be a fraction of your pre-existing list. But with 100% of your new data proactively engaging, you are in a stronger position to send personalised, high-quality content.

The Future Of Email Marketing

Over time, your database will mature and grow. If you follow the rules outlined in GDPR, as well as providing users with a reason to opt-in, you’ll probably be in a better position than you currently are.

Don’t forget, customers can still sign up to your mailing list post-GDPR. Just make sure you give them a good enough reason to.

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The Future Of Mobile Optimisation

Mobile optimisation is not limited to having a responsive website. There is more to it than that. With the number of mobile searches far exceeding desktop, it’s was only a matter of time before Google stepped in.

Google’s Shift To Mobile-First Indexing

SEO is a crucial part of a marketing strategy. It has always been that having a website that is mobile friendly is very important.

As customer behaviour has changed, so has the way the search engine will index your website. In the past, Google would look at the aspects of your desktop site and then rank you based on relevance to a user’s search term. Now, they will instead be indexing your site, mobile-first.

Why Is Mobile-First Indexing Important?

It is important for a couple of reasons. Firstly, if you don’t have a responsive website, you should look at getting one sorted as soon as possible to avoid any major disruption.

Secondly, if you do have a responsive website, there are a few other key areas you need to consider. Mobile-first indexing comes with its own set of SEO rules that you should ideally start to adhere to.

3 Things You Can Do To Improve Your Mobile Optimisation

1. Speed is a big factor when optimising your mobile site.

Take a look at your websites overall speed. This will give you an idea of which areas you should focus on. Usually, it will be the images on your pages that cause the biggest problem. It will be important for you to look at compressing them. However, they still need to work well on a desktop, so don’t overdo it with the resizing.

2. You should consider optimising the content you publish on your website. As attention spans are shorter on mobile devices, consider the micro-moments on your website and how you aim to engage users.

If you know that certain areas of your site see more mobile traffic than others, think about the structure of your content. Heat Mapping could help with this. Something that we consider to be a necessity when designing a website and refining the customer journey.

Ultimately, try to ensure that you are delivering the best mobile experience possible. Any streamlining will be positive, both on Google, and for your customers.

3. Make sure you analyse the mobile data alongside your other metrics. This will help you to paint a picture of how users interact with your site. For example, you’ll be able to see variations in keyword data to assess whether you need to amend your targeted keywords for mobile users.

You may even want to start considering how important voice search is to your business. This is becoming important as we continue to see the rise of smart speakers and voice assistants. Many of which are linked to our mobile devices.

If you are considering a new website and ongoing mobile optimisation, contact our team of web developers and designers who will be happy to assist you with your project!

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Social Media Tips & Tricks: Facebook

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GDPR & The Future Of Data Protection

After years of preparation and debate, the European Union passed the General Data Protection Regulation (GDPR) in April 2016. Despite the UK's decision to leave the EU, GDPR is one of the many regulations that we will continue to enforce. As of the 25th May 2018, new data handling rules will apply. What Is GDPR? In a nutshell, GDPR is...

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Source Recognised As A Recommended Agency

Source is delighted to announce that we have been recognised as a Recommended Agency on The Drum. The Recommended Agency Register The RAR is an initiative designed to connect businesses with experts in the digital and creative sector. In order to become a recommended agency, our clients independently rated our expertise across a range of criteria. The ratings include strategic...

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23rd January '18

charity Online Game shrewsbury

Charity Online Game Back By Popular Demand

Throughout December, a leading design agency in Shropshire has been raising money for Severn Hospice with an imaginative charity game. Source of Shrewsbury revamped their much loved Charity Pairs Game for Christmas 2017, giving players the chance to win a daily prize donated by their clients. During the countdown to Christmas Source also committed to making a cash donation to...

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New Year, New Me!

As the first days of January roll into view, we take a look at what to expect from the coming year. These are the trends and changes that we think you should consider in 2018. The Rise Of Augmented Reality The introduction of the iPhone X was dominated by facial recognition and the £1,000 price tag. But, the iPhone's capabilities...

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