The General Data Protection Regulation or GDPR as its more usually known will come into force on 25 May 2018 to strengthen the data protection of all EU citizens irrespective of where in the world they live.
Anyone who collects and processes personal data, be it on your Employees, Customers or Prospects will be required to comply with the new regulations to varying degrees. Though not only regulating marketers, its implications for Marketers engaged in email and digital communications particularly, are significant. The punishment for breaking the regulations are severe and apply to Micro-Business, SME’s and Multinationals alike.
If your business has a website, an App, a CRM System, an Email or marketing automation system or an internal database of Names and Contacts they will all be subject to GDPR. We are seeing well-established companies who use email marketing running scared of the regulation and, in some cases, they have stopped or at least suspended email marketing as a result. Perhaps a bit of an overreaction at this stage, but it gives some indication as to the seriousness of the Regulation and probably the known state of compliance of the marketing lists and practices of some larger companies.
Just a few example areas for marketers to considers:
Does your website have a ‘contact us’ form? Does the data the prospect completes on the form reside on the website? If yes, is that form data secure and/or encrypted? (Most are not).
Did all the contacts in your email marketing system specifically Opt-In to receive your emails and is that Opt-In documented and time stamped? Did they tick the box or did you pre-check it for them?
Is your email marketing system data resident in the EU or like many, in the USA? Are they GDPR and Privacy Shield Compliant?
The questions above are just a few examples of compliance issues waiting for you. There is a great deal more to consider. If you don’t know or answered Yes to any of the above questions, then you need to start working on your compliance immediately.
At Lead Intuition, we are committed to running our own digital marketing, and that of our clients, in compliance with GDPR. If you want to have digital marketing campaigns that produce results and are in compliance with GDPR, then Lead Intuition is the digital marketing company of choice.
By the way – It doesn’t matter if the UK has a hard, soft or indifferent Brexit. GDPR is part of the Great Repeal Bill and will apply after 25 May 2018 regardless. Will you be ready?