Marketeers have been pulling their hair out for months now over the impending GDPR (General Data Protection Regulation) changes. So we’ve been on ALL the training, read EVERYTHING we can find on the subject and MEMORISED the ICO website on the subject. No we’re endeavouring to do our best to navigate the muddy waters. But what’s puzzling us is this: where is the consumer campaign to talk them through the changes, and help us out a little?
We have been concentrating our efforts for our clients on their email lists.
We have been concentrating our efforts for our clients on their email lists. So who has actually received an email asking them to re-confirm it’s okay to get emails, and maybe asking for your preferences? We’ve only spied a handful of brands that have started the process. Our concern is that the consumer does not truly understand that they need to click and re-subscribe and, with the double opt-in process, realise that they have to head to their inbox and press yet another confirm button. Here’s one of our first campaigns to be backed up via social media.
The benefits for the consumer is greater control of their data and we all like the idea of that (we’re not saying anything Facebook!). For the marketeer, it seems that once we have got through this challenge we will be left with half (and that’s optimistic) the data list than you once had. Ultimately, however, the quality of the list will be better and therefore our marketing effectiveness improved.
Not quite sure where to start? Here’s your 7 essential need-to-know factors (and get your favourite marketing consultant to sort!)
REGISTER Many of the business owners we have spoken are unaware that they need to register with the ICO. This was a requirement before GDPR changes and is a quick online form and annual fee.
AUDIT Take time to review your client touchpoints; what information you have and where/how it is stored. Consider your security and who has access to it. You may want to consider changing your passwords as a precautionary measure.
PLAN Create a plan to communicate with your customers. Plan to obtain their valid consent freely, how to manage and store the data securely.
PRIVACY STATEMENT With greater emphasis on clarity, have a look at making your statement easier to read and transparent. Have a read of the ICO’s helpful guide here.
DELETE Before the big day, delete your old data just to avoid any accidents in the future.
REBUILD With the deadline passed you can concentrate your efforts on engaging with your customers – they truly want your emails, so you should start to see an improvement in your statistics with open rates and click-throughs booming. Maybe a thank you treat might not go amiss. Re-build your data list carefully to get your subscribers back up. You might want to consider a pop-up banner on your website home page just for a short time and a campaign via social media.
KEEP UPDATED Stay in-the-loop with other changes to GDPR at the ICO website to make sure you stay compliant and that your processes are working correctly.
The compliance deadline is 25 May 2018, so if you’ve not got yourself sorted yet, get in touch for a chat.