Gain some positives from GDPR:
Review and re-connect with your database and actively engage your customers
By now, you have probably started receiving emails from companies asking you to update your marketing preferences. If not, then watch this space – repermissioning is the hot topic in the run up to 25th May 2018.
This is arising from the fact that over time companies have collected personal data records without adequate consent to satisfy what we expect to see from the changing data protection requirements. The alternative is to remove customers whose consent you cannot demonstrate from your customer database completely.
How do you know if your organization needs to repermission its customers for consent?
The answer to this is simple: Are your pre-existing consents compliant with GDPR? As in, do you have an audit trail and a record to demonstrate when and where (and for what channels) the customers in your database gave consent to marketing? If you do, that’s great and you can stop reading now!
If not, you will need to get it again. Which is why repermissioning is going to be such a big thing between now and May 25th, 2018.
These simple steps will get you on track:
Clean your data
This may seem like a laborious task but it saves time in the long run and will rid your database of duplicates or inaccurate addresses as well as update your suppressions and gone-aways for your marketing channels.
Identify your best customers and employ a more personal approach
Pareto’s principal generally works here – normally around 80% of your business comes from just 20% of your customers. If you plan on keeping the business of this precious 20%, it is critical you take great care to seek their consent, and best to just pick up the phone and give them a call. The personal approach generally works best, and a great excuse to have a catch up with them and even arrange a meeting.
Create an engaging communication for the rest
Ensure that when you send your ‘Opt In’ email, you justify your legitimate reasons for wanting to stay in contact with them. From the B2B perspective, this could be to share relevant news and latest technologies relevant to their business or for B2C customers, to continue receiving specific special offers that they could benefit from.
Only repermission those who have previously given you consent
In the B2C world, sending a repermission email to an individual who has opted out (or once subscribed but has since opted out) is already a breach of existing rules. However, under current laws you can approach B2B customers and prospects for consent, as long as:
- a) They have not previously opted out.
- b) They are not a sole trader, whose email needs to be treated under B2C rules.
Refresh your data collection methods
It will be a legal requirement to provide it, if asked, so ensure you have records to prove how you gained consent for future marketing. This will apply to all the marketing channels that you use.
It’s unavoidable that GDPR and repermissioning will see your customer database shrink. The positive news is that many of those you will lose were not engaged with you anyway and unlikely to be so again.
For those who do still want your marketing, well, it might just rekindle their interest in you.
We hope that the above guide has been helpful to your business, but if you don’t physically have the time to implement this yourself, and need some assistance……
…..This is where KG Marketing can help.
We work with small local businesses from a variety of industry sectors and manage their marketing strategies over a variety of platforms. We offer flexible and tailored packages to suit all budgets and would be happy to advise you on GDPR and your marketing campaigns for 2018.
To find out more, contact us at [email protected] or phone 07753 425412 for more information.