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10 Aug 2017 by Sophie Lambert-Smith
A new era of marketing is on the horizon, with a guardian looking over, going by the name of GDPR.
Direct marketers will ultimately be one of the most deeply affected teams come the 25 May 2018, when GDPR will give citizens the upper hand for controlling how their personal data is used. To help you prepare and avoid failing to comply with the GDPR we have created your team a preparation checklist with links to develop your knowledge.
1. Review your touch points: how, when and why you gather personal data.
If you are unclear on all the potential customer touch points your business may have, we suggest mapping out your customers’ journey and how they interact with your business. Check out our article on all the different ways to collect customer data for extra inspiration.
2. Identify a clear procedure for obtaining consent, and for withdrawing consent.
As each business differs in the way it is set up, so which department, software and applications and where and how data is controlled varies from organisation to organisation. As a result, the only advice we can give is that it is vital for senior management and key players to understand the principles of GDPR and the implications it will have throughout the whole business and define clear procedures and operational guidelines to filter through the business.
Keep your consumer in mind – keep it simple. Don’t talk in legalese, your language should be “clear, concise and specific” so you contact is informed of what they are agreeing to. See the DMA’s guide for creating GDPR ready consent forms and the ICO’s direct marketing guidance e-book.
4. Make sure that the systems you are using, your CRM and ESP, give you the tools to manage the process and provide evidence of the specifics of the consent obtained.
With e-shot™ you can ensure that your data is double-opted in and can control your communication level with them through a preference centre.
Email preference centres allow your consumer to choose the level of contact they have with you – it can be a great method of ensuring you don’t loose them all together but just meet their personal requirements. Have a read of our preference centre article to see how we would advise constructing your preference centre.
5. Build your database with as many opted-in contacts as you can to ensure you still have an audience to communicate with.
Your databases may be shrinking but the contacts you are left with are the opted-in cream-of-the-crop.. they love you for your content and are most likely here to stay. But if you are looking for new ways to build your contact base, the DMA latest webinar is a great starting point.
Below find our summarised printable version for your marketing team.
For more information visit ICO website where there is information and practical advice, along with a handy direct marketing checklist.
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