After years months of discussion the European Union has planned to adopt the General Data Protection Regulation (GDPR) on 25th May 2018. This is about to change the landscape for Marketers from across the globe bringing significant changes to EU personal data protection.
The GDPR will be replacing the previous EU Directive 95/46/EC as well as all EU national legislation on data protection, such as the UK’s Data Protection Act 1998. We have already covered most the points in our previous blogs and now let’s look at smart strategies through which marketers need to be aware of.
Importance of Consent
Consent or permission has fluctuated amongst different continents and has continued to do so till this upcoming GDPR comes into force. If you have not beforehand prepared a company-wide opt-in policy, your time to do that has come. You may not have asked consent to market to your contacts but that is considered mandatory as per the upcoming law. You will need to drive a campaign to seek consent from your existing data. Try to make your email friendly and positive – thus giving your prospects a reason to want to engage with your company and content. Make it quite easy for recipients to provide consent, for example by clicking a single button in an email. Lastly but most important – do not forget to record the interaction with a date/time stamp.
More emphasis on Inbound Marketing
Modern marketing is constantly moving with more emphasis on content, social and inbound channels. In an inbound world, users should be coming to your site and providing you with their information as part of your consent strategy. Add-on communication like email nurturing does not drops as a surprise and sales conversions are likely to be much higher.
Expire old and make way for the new data
Those with an outbound mind-set are likely to cling onto their existing data. Just because you’ve got 100,000 contacts in a data doesn’t mean they’re all treasured. Clean out hard bounced and remove unsubscribed addresses. Carrying out this exercise regularly is going to keep your data leaner and meaner, resulting in higher conversion rates and makes it less likely to fall in the foul play of privacy issues.
Talk to the Data Experts
A lot of marketers tend to keep their data onto numerous marketing technologies. Check with MAP/CRM and 3rd party data players like SMARTe on their take and viewpoint to GDPR requirements. Try to evaluate out what their processes are for removing data from systems. Define what time stamps are automatically added when updating opt-in or unsubscribe information so that you can feel confident in having an audit trail for consent.
Many in the digital marketing industry have welcomed GDPR’s upcoming inception as an important part of regaining the trust of consumers and buyers. Well as things stand, privacy regulations are not going anywhere and making the right strategic decisions now could place you ahead of your competitors. And as such, ensuring that your data capture on any forms is a critical aspect of this.
Wondering how to comply with the latest GDPR – we’re just a click away!