GDPR, a direct impact on the monetization and the exploitation of customer files
The General Data Protection Regulations abbreviated under the acronym RGPD or GDPR for internationalized companies have revolutionized the digital landscape by promoting new regulations relating to the protection and security of personal data.
This new legislation impacts data at all levels: Collection, processing, storage and updating of data.
People working in email marketing and those whose business model is based entirely on the operation of email or SMS databases are the first to be affected by the GDPR because the impact on their marketing strategies is huge!
Obtaining consent is at the heart of this new regulation and collecting addresses properly via an opt-in process is no longer sufficient. Finally, in addition to obtaining consent, it is also necessary to put in place a procedure that makes it possible to retain consent.
GDPR will come into force on May 25, 2018 and many companies are not yet ready! As an actor guaranteeing the quality of your databases, CaptainVerify helps you in setting up GDPR compliance for your structure. Follow the guide!
GDPR is invited into your marketing campaigns from the address collection
Many business sectors have had to review their strategy following changes in legislation and today it is the turn of email-marketers or SMS-marketers because the rules that govern the collection and use of data s is hardened.
According to Article 4.11 of the GDPR, consent must be "free, specific, informed and unambiguous".
Do not even imagine collecting email addresses through a passive opt-in process. The passive opt-in consists in checking by default the box which indicates that the user accepts to receive your communications, even those of your partners. Not recommended by the CNIL for several years, The passive opt-in is today to be prohibited because it is prohibited under the new data protection regulations.
The notion of proof is also essential, hence the interest of setting up the double opt-in on your site. By sending a consent validation email, you can in the event of a check prove that you have obtained the recipient's consent. Please note, the CNIL specifies that proof of consent requires 3 elements:
- what the person has consented to
- when she consented
- who consented
Make sure that your subcontractors like CaptainVerify integrate the notion of double opt-in in their anti-spam policy and their general conditions of use because otherwise, all your efforts will be in vain and you will not be in full GDPR compliance.
At CaptainVerify, we have integrated all the constraints imposed by the GDPR in terms of collection in order to deliver verified and cleaned mailing lists (or SMS mailing lists) that are also compliant RGPD.
Finally when you collect addresses or phone number, be sure to consider the following:
- Inform of the methods by which the recipients can ask to modify or delete the data which you hold.
- Professional email is now considered personal data, impossible to circumvent the law even in a context of BtoB-only collection.
- Do not consider that your opt-in base acquired in recent years is RGPD compliant, it is wrong! It must be reclassified with the standards in force on May 25, 2018.
Should we translate RGPD by RIP Great Profit and Dollars?
If the GDPR upsets habits and businesses, rest assured, you will still be able to use your databases for advertising purposes provided you comply with the new rules.
Have your current database audited
An important point to know:
The GDPR does not only apply to data collected after its implementation on May 25, 2018, but also to data collected before!
As a global player in database cleaning and verification, CaptainVerify is in a good position to tell you that the first thing to do to continue to generate turnover via email or SMS mailing campaigns is to capitalize on the 'existing by bringing your current databases into compliance in order to:
- Eliminate inactive contacts
- Make an inventory of the data you have (do you hold geographic information? Socio-demographic?)
- Have you kept evidence of their consent?
Check the origin of the addresses / telephone numbers collected
As part of the GDPR, it should be checked whether you have kept records of the origin of your contacts. Do they come from an opt-in base collected via a form on your website? Are they from a coregistration partnership? You must be able to know and prove how the contact arrived at your base.
Data collection and use, make way for transparency!
Revise your privacy pages in order to flesh them out, simplify them and above all make them GDPR compliant. Detail all of the following:
- Collection method
- Storage mode
- Data transfer
For all your next marketing campaigns, think about RGPD!
Once you have been able to bring your databases and your communication processes into compliance, your efforts should not be relaxed and it will be important to always check that your databases are RGDP compliant over time. Regular audit, cleaning of inactive contacts for more than 90 days, verification of ambiguous records and renewal of the request for consent are all tasks that should be part of the routine of the data controller or the CRM manager.
Unsubscribers, unsubscriptions, optimized your CRM budget while being GDPR compliant!
If some email marketers ignore the unsubscribe link that must appear on all communications sent by email, most respect this rule and for good reason! Keeping contacts who do not wish to receive your offers and communications is ultimately a waste of money since the routing services are very often a function of the volume of the base as well as the number of shipments. Capitalize on hot prospects, you will get better returns!
Through its platform Captain Verify receives daily feedback messages attesting to better profitability of emails or SMS scanned after a basic verification or cleaning. For this, GDPR compliance can save you money.
Le processus de désabonnement doit être clair et simple. Le lien de désabonnement doit être visible. Le lien de désabonnement doit permettre de :
- Unsubscribe from this marketing communication
- Unsubscribe from all marketing communications from your entity
- Contact a return email address