‘Keep in touch’, ‘stay connected’, ‘let’s be friends’, ‘we’ve updated our privacy policy’. Like many others you’ll have noticed your inbox filling up with emails from other organisations, big and small. For all businesses, it can be a bit of head pickle but there’s no need to panic if you aren’t quite sure what it means and / or haven’t thought about a strategy for your company. With it coming into effect in the next few days, better now than never to start.
Some quick facts;
- GDPR stands for General Data Protection Regulation and comes into effect 25th May in the UK and EU. It replaces the Data Protection Act 1995.
- It affects the way businesses now store, hold and use personal data.
- Personal data does not just relate to customers, but also includes employees and frequent suppliers.
- It gives more control and access to the individual to manage, inspect and if need be, delete the information you have about them.
- Consent must now be freely given and unambiguous
- Separate consent is required for different activities i.e. email marketing, phone calls, direct mail.
- You can be fined! It is a legal requirement with failure to comply can be very costly.
We won’t lie, it’s a big job but small tasks can help make the right steps to becoming compliant with the new regulations.
- Stop any email marketing, including automated ones (for now)
- Until you are sure consent has been given that complies with the new law.
- Do a personal data audit
- Make a list of all the personal data you hold and log where it comes from. Your staff can help here by pulling together anyone they are frequently in contact with too. Plus ask yourself if it’s worth reviewing how you collect data and what data you can do without.
- What is your current privacy notice? Customer consent blurb? Supplier contracts and HR policies?
- Have a quick review of all and see what needs updated. Look at everything from print documents to online web pages. When asking for consent for old and new contacts, keep any language plain and simple. Please no pre-filled ticked boxes (it’s not allowed).
- Get creative
- If your business is customer focused, then it’s worth investing a bit of time, once steps 1-3 are done, to think about how you can attract new ones. Can you invite visitors to add themselves to the mailing list on your website? Do you have an online brochure that people can exchange their contact information to view?
GDPR might seem scary but it isn’t designed to stop businesses from communicating with your customers. Think of it as an increase in data quality, allowing you to tailor your marketing to people who actually want to support you and more likely to engage. That’s not a bad thing right?
If you would like to speak to Yellow Bird Digital about new content strategies or best practice email marketing, get in touch today and see how we can help!