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How to Adapt Your Email Marketing in Accordance with the GDPR
In the connected world of today, personal data is being collected at an enormous rate. The websites you mostly use, the places you visit, those calls you do, and even the photos you're taking are recorded, measured, and leave a digital footprint.
Digital footprints became so valuable that The Economist called personal data "the world's most precious resource' before oil, due to how much it informs the companies to help them communicate with their customers and the way it positively impacts the customer experience.
However, because personal data is so valuable, it's endangered to theft or misuse,which has led to consumers demanding to understand how companies use and store their data. Essentially, consumers aren't convinced that companies do enough to guard them.
The consumer privacy study by TRUSTe/NCSA found out that 92% of online customers' data security and privacy are serious concerns. While, as per a report published by the Chartered Institute of marketing, 57% of consumers don't trust brands to use their data responsibly.
The other big concern is that Symantec's State of European Privacy Report that 90% of companies think it's quite challenging to delete customer data, and 60% don't have the systems in place to assist them in doing so. There's a big disconnect between consumers, their data, and how the companies that collect it use it.
Practical tips on GDPR for marketing:
Practical recommendations on GDPR for marketing:
Research by Osterman Research, Inc found that 73% of companies weren't able to satisfy the compliance obligations of the GDPR. A study by Symantec found that 23% of companies felt they were only partly compliant by the May 2018 deadline.
CBM allows you to adapt your email marketing according to GDPR. The good news is that if you are still unsure if your business is GDPR compliant, we've created a brief checklist with 9 practical tips to assist you in meeting those requirements.
● Audit your list. The study of w8 data shows that only 25% of existing customer data meets GDPR requirements, and up to 75% of marketing databases became obsolete from GDPR. Therefore, remove anyone where you don't have a record of their opt-in. For brand spanking, new subscribers, ensure that the potential subscriber confirms that they want to join your email list by sending an automatic email to verify the subscription.
● Review after you're collecting personal data. Are you continue to buying mailing lists? If so, now could be the time to start fresh with a brand new mailing list. In the UK, pub chain JD Wetherspoon took the unprecedented step of deleting their entire email marketing database (more than 650,000 email addresses). According to a letter from their CEO, John Hutson informed consumers that each customer's emails would be deleted securely. While that might be a horrible expectation for some, it's something to think about as you'll then be guaranteed an inventory of engaged and interested readers.
● Do you create content that's tailored to your potential customers? Invest in an exceedingly content marketing strategy by producing white papers, guides, and eBooks that visitors can access and download in exchange for them sharing their contact information.
● Train your team about new sales techniques.Sales representatives should connect with prospects on social media and share relevant content instead of trying to achieve new opportunities by email. To get productive results Invest in strategies like social selling and account-based marketing.
● The time for using Google docs or Excel spreadsheets to store customer data is over. Start centralizing your data collection into a CRM system. And ensure your users can access their data, review its proposed usage, and make any changes as necessary.
● Understand the info you're collecting in more detail. Is it all necessary, or are there elements that you can do without? When it comes to signing up forms, only ask for what you would like and what you'll use. For B2B marketers, full name, email address, and company name are mostly enough.
● Try using push notifications. A push notification could be a pop-up message that appears on a desktop or mobile device. Using push notifications, marketers can send messages to subscribers at any time. However, push notifications don't process personal data (IP addresses are anonymized), unlike email marketing campaigns.
● Update your privacy statement. Review your current privacy statement and amend the information accordingly suits to GDPR requirements. Is that the content in your privacy statement challenging to read? Or are you purposefully using terminology so that potential customers don't know what they're signing up to? If that is the case, then rewrite it and make it easy to understand/ read.
GDPR has changed how companies operating in EU countries handle personal data, with fines of up to €20 million if you fail to comply. That's why you would like to look for advice from a lawyer on what is or what isn't a legal requirement for your business.
Remember, GDPR hasn't been designed to prevent businesses from communicating with their customers. Quite the contrary. It's led to a rise in data quality, which is why the most effective and most resourceful marketers see the larger picture in that it provides a deep understanding of what your customers like instead of using the standard "one-size-fits-all" approach to marketing.
That being said, the principles for GDPR compliance are quite simple, don't contact someone unless they specifically ask to be. Don't assume they need to listen to you. Don't cold contact them, and don't send them irrelevant information that they didn't request.