If you’ve read our previous blog posts on GDPR, you’ll know that a brand new set of data privacy regulations will come into force on the 25th May. This is a date that seems closer than ever now January is upon us. Furthermore, failure to comply with GDPR for marketing is not an option.
Implementing GDPR for marketing will come with a few challenges for businesses and marketers. However, clear and consistent data privacy regulations across Europe will certainly have benefits. There will be multiple long-term positive effects for companies and consumers.
So, with the deadline approaching fast, perhaps we all need to include GDPR compliance in our list of business resolutions in 2018. What’s more, we should all give our data collection and storage an overhaul ready for the May deadline!
Get started with GDPR for marketing by following these key steps:
Complete a mailing list audit
According to GDPR, individuals need to express “freely given, specific, informed, and unambiguous” consent for you to use their data. Also, you should reinforce this by prompting a “clear affirmative action”. Therefore, to be compliant with GDPR for marketing, you will need to remove all non-consenting users from your mailing list.
If you have purchased mailing lists in the past, you will also need to remove those contacts. Going forward, rely on more organic data collection methods.
Whilst you may lose a large percentage of subscribers, you will be left with a list of consenting readers. Even better, these readers will be more engaged and receptive to your marketing content.
Implement a new mailing list opt-in procedure
Your current mailing list is now organised and fully compliant. Now, you need to put a system in place that will ensure you collect all new customer data in alignment with GDPR for marketing going forward.
Include dedicated sign-up forms throughout your site. These will allow users to intentionally add themselves to your mailing list. Furthermore, ensure that each subscriber confirms that they want to receive communications. Do this by sending an automated email to confirm the subscription.
Optimise your customer data storage
Still using an Excel spreadsheet to store customer data? You might want to invest in a CRM (Customer Relationship Management) system.
Most systems will keep your customer’s data secure and organised. In addition, they allow users to access and remove their data from your systems quickly and easily.
Giving users this ability is essential to GDPR for marketing, which aims to offer users more control over how you collect and use their data. This includes the ability to access or remove data, known as “the right to be forgotten”. Your best bet is offering a clear unsubscribe link in all marketing emails; moreover, a link to a user profile where users can modify their preferences.
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