Companies relying on email newsletters are struggling to get customers to open messages explaining their privacy policy updates following the implementation of the EU General Data Protection Regulation. Digital marketing agency Huge found 38 percent of U.S. citizens are ignoring those emails, which also may ask for permission to continue sending marketing materials, while 23 percent is using the emails to unsubscribe from their services. Email marketing firm PostUp estimates only 25 to 30 percent of users worldwide are opening the emails. PostUp Vice President of Marketing and Product Keith Sibson believes companies are harming themselves by sending emails to all their customers rather than just those located in the EU, resulting in those organizations losing a majority of their audience.
Full Story