1 year on since GDPR came into force, what have we learnt? Last year saw lots of panic which reminded me of the “Dads Army” sketches where Lance Corporal Jack Jones had clearly good intentions but actually, caused chaos. So now the hype has died down, what does best practice compliant marketing look like?
Psst…email marketing and promotional emails have been the second largest cause of complaints to data protection authorities across Europe.
I haven’t got Consent therefore I can’t market the customer?
Consent is not the only option. If you have a good reason for holding on to the data and it is in the client’s interest for you to contact them on a subject matter they would expect, then you are allowed to do so under “Legitimate Interest”. This is a real benefit as it forces companies to look at their data and cleanse their lists, so they end up with quality marketing lists, with clients that want to engage.
Audit your data regularly
Now you have quality data, remember it has a “shelf life” like a piece of bread in the cupboard it goes stale, and then is no use!
GDPR builds customer trust
In reality we all want customers that trust us and according to research by the Digital Marketing Association 62% of consumers are more willing to share their data if they have had GDPR explained to them, and more than 85% want greater control and transparency of how their data is collected and used.
Remember GDPR is all about being open, honest and transparent and isn’t that how we would all like to be treated?