4 Customer-Friendly GDPR Marketing Tips, From Acquisition to Privacy Policies
Customer-friendly GDPR marketing tips can help marketers with this new data privacy hurdle. In today’s world, information is everywhere. The data revolution has forever changed the way consumers and companies interact. Though there’s no denying the benefits of rich datasets, such as improved buying experiences and more targeted marketing campaigns, the cost of all of this accessible data is weighing heavily on businesses that collect it and customers who give it.
Consider how the dangers that come alongside mass data collection are becoming more prevalent. From the Equifax breach that affected 143 million consumers to the Uber hack that exposed personal data of 57 million users, it seems that no company is completely safe from the perils of mass information theft.
Despite these risks, marketers should not be deterred from embracing data-driven solutions. There are too many benefits not to engage with your customer data. As a marketer, staying informed of customer-friendly GDPR marketing tips in light of the law’s requirements, and completing all of the necessary compliance steps, will be enough to have peace of mind as you execute your digital marketing strategy this year.
General Data Protection Regulation (GDPR) and Marketers
One sign of the increasing significance of consumer data protection is GDPR, passed by the European Union Parliament in April 2016 and now law. GDPR applies to all companies that sell to, hire or engage with E.U. citizens — essentially, all of us operating within the global economy.
The purpose of this policy is to ensure that all companies handle data through secure and transparent methods. Given the overflow of consumer data over the past few years, information could be handled irresponsibly if the right laws were not put in place. This latest regulation strives to ensure consumer data safety, while still giving companies the ability to benefit from the digital footprints they collect — as long as it is done so responsibly.
The following is how GDPR affects key areas of your marketing tools and initiatives, and how to be GDPR compliant:
Speak Your Customer’s Language, Not Legalese
A large part of GDPR is its focus on receiving consumer consent. Companies will no longer be allowed to create privacy policies that are filled with legalese and unfamiliar terms, making it difficult to understand the exact contents of the contract. Instead, the law will ensure that companies use simple and plain wording to clearly convey their policies whenever customers are submitting their data in landing pages, subscribing to emails and registering for events. Additionally, it must be just as easy for consumers to withdraw their consent as it is to give it.
Ensuring Your Landing Pages Are Compliant
Adopting Best Practices in Your Email Marketing Program
As subscribers fill out your compliant forms on your landing pages, single opt-in will ensure that they'll be immediately added to your CRM and your mailing lists. It's important to remember here that you can still only email contacts who subscribed and shared their data in a specific way. For instance, if they simply requested to download an eBook or whitepaper from you, they're only giving their consent for that action, and not to receive other types of email communications from you.
Although “double opt-in” on forms is not currently required by GDPR, marketers may prefer to use “double opt-in” as an additional protective measure, obtaining consent from a specific individual. If you adopt the double-opt in approach, after the contacts have filled in the form, they should get an email asking them to confirm their email address and opt-in. Additionally, you should include your opt-in and opt-out rules, as well. This approach may decrease your volume of conversions, but increase the quality of your contact database.
Acquiring User Consent at Professional Events
Similarly to the email marketing process, as you promote users to attend your next professional event or trade show, you will need to clearly communicate the types of content that they are subscribing to by providing their contact information on a registration form. For instance, attendees may opt-in to receive email updates and reminders about the event, speakers and agenda, but may not have opted-in to receive other types of communications from your business.
If you are collecting physical business cards while you network at events, consider taking the “double opt-in” approach before adding this person to your subscribed email lists. So, before adding them to your next marketing campaigns, send them an email confirming their email address and opt-in to receive marketing updates from your organization. This will ensure compliance and avert any risk of penalties.
Data security will surely continue to be a significant topic to be debated upon on a global scale. Given that marketers are working within a global market, it only makes sense for these professionals to lead the charge in being responsible, accountable and transparent with how they manage customer data across all platforms. For more in-depth details on the regulations and requirements that will start impacting your marketing initiatives, be sure to visit the E.U.’s official GDPR website.