Simply great GDPR campaigns | DMA

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Simply great GDPR campaigns


During the run-up to GDPR your inbox probably resembled a needy ex, bursting with subject lines such as: "is it really over?" "no more secrets between us," “please don't go," " goodbye," and "let's be friends."

Anyone and everyone with an inbox found themselves bombarded with endless businesses pleading with us to opt into their mailing list.

While the main aim of the privacy regulation is to usher in a new set of digital rules for EU citizens, retailers, brands and fashion companies across the nation have been scrambling to ensure their customers actively opt into receiving their emails, newsletters, discounts and more.

Here’s just a smattering of our favourites:


Shoe brand Dune went big and bold, rather than posing a question, Dune opted for a more positive and encouraging tone, with the ‘Let’s stay together’ heading. It’s less an ultimatum and more of a strong nudge to confirm consent.

Chateau Marmot

Chateau Marmot went tongue-in-cheek, and it worked. The restaurant’s email certainly stood out from the crowd, with an adorable animal photo (works every time) and playful copy, it was always going to win us over.


Innocent also kept it playful, using their tone of voice to project the brand’s personality throughout their GDPR emails. Making someone smile whilst reading about GDPR – Innocent make it look easy.


Whilst Madewell’s copy doesn’t contain much in the way of context to GDPR, it demonstrates the vastly different approaches to GDPR emails. Madewell’s email is bold in the extreme and we don’t need to tell you that the overriding message is “YES” to consent.

Alpha Kilo

Design PR firm Alpha Kilo managed to stand out from the abundance of GDPR emails with a helping hand from Rick Astley. The subject line ran “We couldn't find the right words..." with the email starting “So we’ve let Michael, Al, KCs & The Sunshine Band, Simple Minds, Human League, and Rick say it for us.” Genius.

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