GDPR. Those four letters that cause confusion. It may seem like it’s over and done with but, sorry folks, it’s not. It has changed the way data is and will be collected for good, and it’s staying. You should know, too, that even if you aren’t based in Europe, if you do any business with Europe at all, you need to comply.
Doing what we do (capturing and enriching consumer data) it’s a big part of our lives. So, we get it. Here’s a quick break down in case it’s still giving you a headache. Let’s strip it right back and do contact us if you need any more information – we’re always happy to chat!
Well, it stands for General Data Protection Regulation. It’s a regulation implemented last year (2018), put in place to strengthen and unify data protection for individuals within the European Union. It’s important to note, though, that this applies to anyone who is doing any business with the EU. So, pretty much everyone!
The reasons are twofold:
Yes. There are. Everything still needs to be:
GDPR has made many of these points more specific (particularly when it comes to data captured online) but the main new point to consider when it comes to marketing is CONSENT. Clear, active consent.
If you don’t have the right consent, your email marketing could breach GDPR.
Here’s a definition that might help:
“Consent must be an active, affirmative action by the data subject, rather than the passive acceptance.”
Or, more simply put – don’t make people feel like they’ve been tricked or misled.
Important to note: You must keep a record of how and when an individual gave consent, and that individual may withdraw their consent whenever they want.
Value exchange, value exchange, value exchange! If you offer something your audience deems as great value, then consumers are often willing to opt-in to receive future information.
In fact; we’ve found they’re even willing to recruit in friends who also opt- into future communication. Just like a campaign we ran for Le Tan using our Buddy Builder mechanic. We captured:
Well, be honest and relevant. Tell them why you want their information, and what you’ll be using it for. For example, if you want their birthday, tell them you’d like to send them a gift at that time each year.
When you’re trying to get someone to give their data, it’s going to be a hell of a lot easier to do if you convince them what you are going to send them is relevant so, make sure you’re strategic with your communications – think a carefully planned EDM campaign to welcome them onboard. Give them the information they will find useful.
Well, there are a few things we have put in place to make sure we are adhering to the new legislation:
We data, differently by capturing and enriching consumer data via exciting digital campaigns. Get in touch today to find out how we can help you.