New data protection law is an opportunity to run effective marketing campaigns.
Question: how many people do you have in your database that have indicated that they want to be approached by you? Or are most of the people in the database just because they’ve had contact with you? Did you buy the data, or are they simply LinkedIn contacts you’ve imported to your marketing list?
Don’t panic, you’re not alone. However, it’s important to change your situation. As of May 25, 2018, you will be violating the law if you save and use data from people who have not requested to receive your content.
The General Data Protection Regulation, or GDPR, has been in place since May 25, 2016.
Many companies and marketers are concerned about the new legislation. They must approach the contacts in their database whether or not they intend to continue to approach them in the future. The big concern is: ‘What if they don’t want this, then we cannot use our database anymore!’ However, if you’re realistic about it, do you think that these contacts would ever convert to customers if they were not waiting for your content? Probably not.
Effective marketing is about building a valuable relationship with your potential customers. You know what’s keeping your target audience up at night and whether or not you provide products or services that offer a solution to a ‘problem’ they have. You may wonder if the people who are unsolicited on your mailing list belong to your target audience (read: buyer persona). And, if they are not waiting for you, you can better focus your marketing efforts on the people who are really interested.
The new legislation is therefore an opportunity to drive effective marketing campaigns.
The GDPR forces organizations to clean up their databases and delete data that is not (or no longer) relevant. As a result, you have a clean database that makes you more personal and relevant. That’s what you want as a marketer: optimizing and maintaining the relationship with your customers.
How do you handle this?
It’s important to start your opt-in strategy as soon as possible. In doing so, you determine what the benefit of receiving your content is. Make sure people know why they shouldn’t miss your content and should want to stay in your database. Then you approach your database contacts with the question about whether you can continue to approach them in the future. Do this via a subscription page.
Save the subscriptions carefully, including the date they gave this permission. Additionally, develop a privacy statement that you can refer to, so that your contacts know what your business is doing with this information.
In our whitepaper you’ll read about all the things you need to arrange before May 28, 2018.
We develop opt-in campaigns for our customers, so that you can continue to develop effective marketing campaigns and comply with GDPR in the future. Want to know more about it? Contact us.