According to a study by Databoxer, only a third (34%) of consumers say they recall recently receiving emails from brands asking for consent to keep sending marketing materials via electonic media.
The average consumer is signed up to 12 marketing email lists, which, the report authors claim, means that a vast number of brands in the UK are still not GDPR compliant. Among those consumers who had received an email, though, 63% sent a message back to accept brands using their data, while 37% declined.
Databoxer co-founder Tim Haynes said: "Our research clearly shows that brands still don't know where to start when it comes to getting permission from consumers to use their data. We see this with brands we speak with every day, so we created a simple consent wizard, which asks a few easy questions about how you as a brand use customer data, and then gives you a set list of questions you need to ask customers if you're planning to continue using their data."
The process of permissioning mailing lists in accordance with the GDPR could have a profound effect on the way businesses get in contact with their target audiences, potentially reducing the number of people on mailing lists.
However, Haynes argues that the process could have a positive outcome. He added: "GDPR doesn't mean that you have to completely rip up your marketing mailing lists. If anything, the regulation will help you weed out those who really have no interest in your communications.
"That said, repermissioning is a hugely important task for businesses right now. I'd strongly advise businesses start a repermissioning campaign ahead of the GDPR date. Use content your subscribers are already getting as an opportunity to demonstrate the value of their subscription. Alongside content on your landing pages, present them with the opportunity to reconfirm they want to continue to hear from you."