Email marketers are facing roadblocks due to a new regulation that requires consumers to opt in before additional emails can be sent to them. According to a report in CNBC, the rules are hurting the email marketing companies because consumers don’t even open the emails, let alone opt in.
According to the report, which cited Transparency Market Research, the email marketing industry is poised to be worth $22.16 billion by 2025 around the world. Of the companies in the market, 82 percent use email marketing.
“People are not opting back in,” said Michael Horn, the director of data science for digital marketing agency Huge. “It’s one thing for your customers who don’t have a relationship with the brand to decline and not respond, but you’re also losing a sales channel.” Huge found that roughly 38 percent of Americans ignore those emails and 23 percent have used them to unsubscribe.
Under GDPR, companies can send email to consumers who bought something from them, but when targeting non-consumers, they now have to ask permission before sending. Although the rules apply to European Union countries, EU citizens living abroad get the same coverage.