What does the GDPR mean for your business’ marketing strategy?
The GDPR (General Data Protection Regulation) requires businesses to become compliant when handling data belonging to an EU citizen. Coming into force on 25th May 2018, the GDPR will form part of UK law even after Brexit. Put simply, businesses will need to:
Obtain active consent for data to be used.
Be clear on how data will be used.
Make it easy for people to withdraw consent.
Collect only relevant data.
The GDPR is all about transparency and treating people’s data with respect. Though it may seem a hindrance at first, the GDPR can result in a mutually beneficial marketing strategy. The traditional universal email marketing techniques will now be more targeted and focused, meaning increased conversion rates for businesses and less unwanted emails for uninterested customers.
The four main points for businesses to consider are:
Active Email Opt-Ins
Never assume customers want to be contacted.
Customers need to give consent via a clear affirmative action.
Pre-ticked opt-in boxes are not acceptable.
No passive messages. For example: ‘by signing up you agree to…’
The Right to Be Forgotten
Gives people the right to have outdated or inaccurate data removed.
Make sure users can easily access and remove their data.
Include an unsubscribe link in marketing emails.
Relevant Data Collection
GDPR requires you to legally justify the data you collect.
Don’t ask for data you don’t need, e.g favourite food, favourite colour, weight, height etc.
Unless you can legally justify it.
Implied consent is no longer acceptable.
Consent must be easy to withdraw after giving it.
An opt-out option must be provided.
Keep evidence of consent for every new subscriber.
Ensure both your CRM and email marketing systems are both updated when a subscriber opts out.
- Never email subscribers who have opted out or unsubscribed. Large companies have already been fined heavily for this.
Educate your employees about the new regulations.
Update your privacy statement.