One of the popular use cases of email marketing  in the post-purchase customer journey is the automation of email notifications to inform customers about any online order or shipment status. It is convenient, customer-centric and is a big contributor to customer satisfaction and retention. However, when DTC brands sell within EU countries one difficulty remains : GDPR regulations.

In this article we will explain how DTC brands leveraging Klaviyo can make use of Parcel Perform’s email notification feature to engage customers in the most emotional part of their journey - and all that without worrying about GDPR.

How Email Marketing is changing Modern Ecommerce 

It is estimated that by 2023 there will be 4.3 billion global email users according to Statista. Nespresso, for example, differentiates their product offering across online channels and offline stores to provide personalized messages and optimize retargeting campaigns. Today’s smart shoppers shift from their phones, to their laptops to their tablets and want to continue their shopping experience no matter the device they are on. 

Customer centric solutions such as personalization is key. Specificity ensures that any one customer feels like they have a dialogue with the brand they shop from, instead of being simply targeted to shop. This promotes engagement while increasing open rates. 

GDPR and how it Disrupted Email Marketing 

What is GDPR? 

As of 2018, General Data Protection Regulation GDPR regulations have affected email marketing strategies for businesses who have customers based in the European Union (EU).

The main implications affect the processing of personal data especially in emails that collect email, home addresses and other form of contact info. 

Parcel Perform is a platform that works on customer, order, delivery and tracking data, we too are affected by these regulations. Being responsible in building delivery experiences means we ensure we follow GDPR principles as well. 

GDPR’s Impact on Email Marketing 

GDPR complicates things when consent between the ecommerce business and the customer is being negotiated. The right to consent to data collection and the right to understand how and why that data is being used as well the right to request that data be deleted under certain circumstances is regulated by GDPR.

Therefore, with GDPR in the picture, the idea of consent based email marketing comes into question. Gone are the days whereby emails can be delivered to a customer when a cart is abandoned without them providing their consent first. 

If a customer has not opted in, obtaining permission again is necessary. Such a campaign can help remind customers about your brand while ensuring that you are not using pre-checked boxes to obtain customer data. Email marketing is a different category of consent that requires updated webforms separate from essential cookies.

Brands that partner with us are able to leverage our seamless integrations with tools such as Klaviyo to ensure GDPR regulations are met while also optimizing this process with a third party solution such as ours.  

Power Email Marketing Campaigns with Parcel Perform and Klaviyo to Improve Customer Engagement

The success of building automated email marketing campaigns with Klaviyo is amplified when using Parcel Perform. Our notification triggers, powerful API, open rates and data driven platform allows you to deliver customer centric marketing campaigns. Both Parcel Perform and Klaviyo are GDPR compliant platforms that keep the load of privacy and consent off your hands. Working with this partnership allows you to have the following benefits 

Powerful Integration

Parcel Perform’s seamless integration with Klaviyo allows you to manage multiple Klaviyo accounts with a single Parcel Perform account. Our ability to sync unlimited data volumes also allows you to add accounts when expanding into different regions. This seamless process is only made possible with our powerful API that enables email or webhook notifications. 

Streamline Notifications in your Delivery Journey

Parcel Perform’s real time data insights allow you to have visibility throughout your delivery journey. Our notification triggers enable you to automate any Klaviyo event easily within our Parcel Perform Notification Center. 

Customizable Communications 

Our powerful data and insights help you generate personalized messaging throughout your segmented customer base to better understand the needs of your customers. Create and define webhook events to ease automation of email campaigns.

High Open Rates 

With Klaviyo, you can monitor, evaluate and optimize your email open rates, click through rates and unsubscribe rates. Ensuring that you deliver the best email marketing campaign while staying GDPR compliant. Klaviyo enables customers to benchmark their open rates within their chosen industry and better perform over time. Parcel Perform’s customers boast an average of 40% open rates for email notifications. 

Cross-selling and up-selling on Transactional Emails 

Parcel Perform allows you to leverage on data collected throughout the delivery journey, even in the last-mile. This enables you to send timely email notifications to a customer at the end of a successful transaction after a positive review. Klaviyo’s platform permits optimized A/B testing so that the best version of this email to send out, helping you better drive customer engagement in the long run. 

Key takeaway

Both Parcel Perform and Klaviyo are GDPR compliant platforms that keep the load of privacy and consent off your hands. Leverage on Parcel Perform’s powerful data insights to drive customer engagement within your email marketing campaigns and use our notification triggers. With our help using tools like Klaviyo can transform your campaigns to outperform the competition. 

Want to see how Parcel Perform can build a better delivery experience for your business? Get a free consultation from our experts!