Do you collect leads? Do you manage a database of prospects? Whether you use an agency or run your own copyright Email List campaigns, this new European regulation affects you.
Of course, it is still perfectly legal to send emails for the purpose of capturing potential customers. Here are some simple and practical tips to ensure that your campaigns remain compliant in 2019... Depending on the nature of your PRM campaigns, there are some key points to keep in mind when sending in a "post GDPR" environment.
GDPR The main principles that apply to the acquisition email
There are 3 key principles you need to keep in mind when creating and managing your b2c email lists acquisition campaigns:
TRANSPARENCY :
In the message transmitted to Internet users, their consent, but also their right to obtain and manage their information.
DATA INTEGRITY AND CONFIDENTIALITY :
The processing, encryption and transfer of the data collected must be completely secure.
LIMITING CONSERVATION :
The data collected may not be kept longer than necessary for the purposes for which they are processed.
Applying GDPR to collection emails
Pre-ticking a box for future commercial offers when a user creates an account, promising a promotional offer in exchange for subscribing to a newsletter, etc. These are all practices that are now totally prohibited within the framework of a "clean" email campaign. GDPR strictly reaffirms the CNIL principle, which does not authorize making access to an offer conditional on registration.
Take care of the structure and content of the email...
It is essential to create two separate parts of the email so as not to force the Internet user to subscribe to benefit from the offer:
1. Newsletter subscription area
A space reserved exclusively for subscription to the advertiser's newsletter. It is best placed at the top of the email, but can also be integrated into the 2nd block, as shown here.
2. Area that transmits the offer or the news
This may be one or more areas in the creation of your email. It is in no way linked to the newsletter subscription.
Registration
The registration should be perfectly transparent. The text above the email field should be very clear and larger than before.
"By clicking on the email, I agree to receive newsletters and updates from X."
Access without registration
The legal notice should include a link that allows recipients to access the site without registering . For example:
"By clicking the email, you agree to receive newsletters and exclusive offers from X. If you would like to access the site without registering, you may click here. You may unsubscribe from X's exclusive offers and newsletters at any time by using the unsubscribe link at the bottom of all email communications."
Welcome email
The collection email should be followed by a welcome email reminding the user that they have subscribed to the newsletter and should include an explicit unsubscribe link.
BEFORE GDPR
AFTER GDPR
Careful handling of collected data
You might not have expected GDPR to take this into account, but no more sending databases containing data in clear text by email! Databases must be encapsulated, protected with passwords and transferred securely (using the SFTP protocol, for example). Finally,
you should know that GDPR no longer authorises the retention of information collected once it has been sent for integration into an advertiser's database. All of its partners will therefore have to delete the leads collected. It will therefore be essential for you to record in your databases all the information transmitted (@, date of inclusion, sources, etc.) in order to be able to respond to any request from the CNIL or from Internet users.
GDPR, a force to be reckoned with...
GDPR, although sometimes restrictive in its application, imposes good practices in areas that touch on particularly sensitive issues: personal data. GDPR Don't see it as an obstacle, but rather as a way to optimize your performance indicators by reaching better qualified prospects. Dataventure In our opinion, this regulation is progress. From a limitation we extract a strength: that of acquiring prospects that are much more committed and more likely to approach the brands of our advertisers with greater willingness.
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