Almost a year on from the implementation of GDPR, marketers are generally confident about their compliance levels and there is evidence that increased consumer trust in brands has helped drive better customer engagement for email marketing.

Writing in the May issue of Admap, the subject of which is Data Ethics, John Mitchison, director of policy and compliance at the DMA, cites research from the trade body which shows that, on average, UK marketers consider their organisations to be just over 82% compliant with GDPR; a fifth (20%) even claim their business is 100% in line with the new rules.

But, he cautions, there is still a degree of uncertainty in the industry, especially with the ePrivacy Regulation in the pipeline and Brexit yet to be finalised; and he notes that Information Commissioner Elizabeth Denham has described GDPR as an ongoing journey rather than a destination. (For more, read the full article: The future of the data and the marketing industry: The post-GDPR era, ePrivacy and responsible marketing.)

On the customer side, the DMA’s ‘Consumer email tracker 2019’ report found that two in five consumers (41%) were more comfortable and confident that brands are handling their data correctly thanks to the introduction of the GDPR.

In 2018, consumers believe they received less email than ever before, estimating this at around 57 per week to their personal inboxes – down from 73 in 2017 – and less than half of these (44%) were actually from brands.

For marketers, the new rules have had a positive impact on a range of email metrics, with long-term benefits already being felt.

Most marketers (56%) feel positive about the impact the new laws have had on their email campaigns – just a fifth feeling the contrary (20%) – resulting in a marked increase in the returns from email and other key measurement metrics for the channel.

“GDPR is just the beginning of the journey that has and will continue to impact all of us, as marketers and consumers,” Mitchison says.

And with GDPR the de facto global privacy standard, “it is encouraging to see marketers and consumers becoming increasingly optimistic about the benefits of it.”

Grey areas remain, however, and these will have an impact on digital marketing, “which will likely put some businesses at a higher risk of non-compliance – especially third-party data providers and the ad tech industry.”

This issue of Admap features a selection of articles by thought leaders from across the globe, including Bob Hoffman and Ann Cavoukian. WARC subscribers can access the deck – Data ethics – which summarises the expert advice from contributors and key considerations on this important topic.

Sourced from Admap