Did you know?
The General Data Protection Regulation (GDPR) is the European Union’s new legislation to protect the personal data of EU citizens. You may or may not be aware that the regulations have changed and the deadline for implementation is May 2018.
This has implications for the way you use Email marketing, make sales calls and send direct mail.
It affects the way all businesses use marketing. Including you!
In a nutshell: Marketers can no longer adopt an ‘opt out’ policy when it comes to capturing user information.
Any capturing of email address or telephone numbers for marketing purposes must not be done without the user’s explicit permission. This, essentially means an “opt in’ system, where users must specifically state that they wish to receive updates, marketing emails, sales calls or even direct mailers from your business. You now need to request permission from the user and even record what was agreed and when the permission was given.
Some Key points:
- It’s no longer OK to assume you already have permission.
- You can’t burry permission statements in your terms & conditions
- It’s not OK to pre-tick a permissions checkbox for customers to subquequently un-tick (opt out).
In addition, you will also need to record these agreements via a customer data source or at the least, keep the automated email sent from your web form as a record of this permission being granted, as long as it clearly shows when and what was displayed to the customer when they ‘opted in’.
As a online user yourself, I’m sure you’d agree this is a logical way of doing things (to protect everyone from spammy activities online) but as a business owner it may change the way you do things in future and you may need to re-think some of your existing marketing activities to reach full compliance.
Some good News.
If you are using Mailchimp or similar to capture email addresses for your marketing activities, these agreements are generally compliant, as the user is required to ‘confirm’ their subscription via official email, so anyone on that list has consented to do so and you have an online record of that agreement inside your account. Mailers sent via your account also have an ‘unsubscribe’ link so anyone can remove them selves from those lists at anytime. This is all good.
The situation is slightly different for private websites where you are asking customers to sign up to your own mailing lists. They must now actively ‘opt in’ rather than having to ‘opt out’.
Are your websites and marketing methods compliant?
Rocketbox can help you prepare for these changes.
Ask about our
Opt In Tune up
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All starting from £99
For more information, give us a call!