Payments News

Regulation

Retailers ditch automated emails after GDPR – but click rate rises

“GDPR has driven European retailers to cut back substantially on marketing emails but has led to a rise in their effectiveness, new research shows. A study by retail personalisation platform Nosto of its EU-based retailer customers found that the number of automated marketing emails has halved since the introduction of the legislation on 25 May of this year. The company arrived at the figure by comparing the number of emails sent in June 2018 with the number in June 2017.”