The internet is saturated with GDPR tips and how-to-guides. Everyone is talking about it, so we give you the low down on what you need to know for Marketing your business…
On May 25th 2018, the General Data Protection Regulation will enforce new regulations for the protection of customer data and how companies manage that data.
What does it mean for Marketers? We shouldn’t think of this regulation as a restriction, but as an opportunity to provide a better service to our customers. We can now stop marketing to an audience and instead market to people. This is not groundbreaking or revolutionary news, it is a way of supporting the customer based on their preferences.
Audience Centric Vs Customer Centric Marketing. We are now forced to think of Marketing in a new way. This means our Marketing campaigns can now be delivered based on the individual, reaching them with the right message, at the right time, on the right medium.
Should you cancel your Mailchimp account? Absolutely not! If people have given you their email address, and they’ve opted in to receive marketing emails, then you can still send them emails. You need people’s consent, but in all fairness you should be doing this anyway.
Who shouldn’t you include for email Marketing? If a customer has downloaded an e-book from your website, have made an online transaction from you, or registered to your event, you cannot start bombarding them with marketing emails, unless they tick the box which opts them into email marketing.
Do you need to email everyone in your database? No. The mistake everyone is making is emailing their database asking them to sign up again. If they have signed up already, then they have given their consent. Just focus on the data you are not sure about, and give them an option to opt out.
What should you do now? Cleanse your old data and remove redundant files. This will enable you to make sure your organisation’s marketing efforts are fully targeted at a willing audience. Now sit back and watch your conversion rate have a healthy boost!
Audit your data regularly, build customer trust and don’t forget about ongoing compliance.
Email us if you need help with your GDPR compliant Marketing. firstname.lastname@example.org